Mobile Carriers Want to Use Location Data to Compete With Facebook and Google for Advertising Budgets

Telefónica, Verizon and FourSquare see benefits

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BARCELONA, Spain—Could mobile carriers band together to steal back advertising revenue from tech companies? It appears some telecoms are open to the idea of mobile network operators using their vast troves of data to create a new ecosystem for brands that want to reach users wherever they are.

Their secret weapon? Location-based data, according to Dan Rosen, global director of advertising for the Spanish telecommunications giant Telefónica.

“There’s a saying I have: ‘Where you go is who you are,'” Rosen said.

Speaking today at Mobile World Congress in Barcelona, Rosen said he thinks mobile network operators have the potential to partner with one another, pooling their data and user bases to gain scale against giants like Google and Facebook, which together already grab an estimated 85



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