- Verizon Wireless' marketing arm, Precision Market Insights, has entered into partnerships with data management provider BlueKai, video ad platform Brightroll, and programmatic ad tech providers RUN and Turn.
- The partners will sell a tool to marketers that will allow them to target Verizon subscribers by demographics, interests, and geography.
- Verizon is looking to ease privacy concerns with its development of an anonymous identifier called PrecisionID.
Verizon's decision to move forward with selling ad targeting to users is a big deal. For one thing, the mobile industry is still struggling to develop a cookie equivalent to gather user data. Verizon has access to the world's largest mobile subscriber base, but selling access to those subscribers' info could cause some customers to become uneasy. Whether the revenue from this effort will balance out the potential loss of customers is a big question to ask.