Dive summary:
- Spring has partnered with European telecommunications firm Telefonica to create a mobile ad network that will span across the U.S., U.K., Germany, and Brazil.
- The proposed network will utilize mobile data to sort users into groups by their mobile app and website use; for example groups may be "urban jetsetter" or "sports fanatic."
- In addition to groups, the network will attempt to further customize mobile ads by using a combination of geo-fencing and SMS or MMS messaging, allowing mobile ads to be distributed based on a user's location.
From the article:
"The companies added they will make data collection entirely opt-in so as not to worry customers vigilant about protecting their mobile phone data.
"We can't risk jeopardizing the relationship with our customers and our core competency," Mr. Polk said.
This is of particular concern for Sprint and Telefonica considering the network will include Europe where mobile data collection is perceived as being more invasive than in the Americas."
