Network Providers Can Monetize Subscriber Data Within the Advertising Ecosystem

Next Generation Communications Blog

Network Providers Can Monetize Subscriber Data Within the Advertising Ecosystem

By Susan J. Campbell

In traditional subscriber-based systems, network providers drove reliable revenues through consumer contracts. To increase revenue streams, providers needed to offer more services to the consumer that they would opt to purchase. Now, with the evolution of the advertising ecosystem, network providers can monetize their subscriber data in a whole new way.
Gone are the days when network providers would aim to "sell" information on their subscribers in order to drive additional revenue. In some industries this is now illegal and the increase in privacy consumer laws has virtually eliminated the potential to derive revenue from such methods, not to mention the fact consumers hate the process.
Now, service providers are finding a perfect balance between monetizing on this information without sacrificing consumer privacy or customer loyalty. Through such platforms as location-based services, personalization in advertising and contextually aware ads, network providers are increasing revenue potential while delivering a better experience for the customer.

Location-based services are rapidly gaining in popularity as mobile consumers want real-time information wherever they happen to be at the time of the request. They don't want to have to provide multiple steps of information, they want it on-demand. To meet this need, network providers implement location-based technologies into their network devices to provide the information the consume needs, based on their location.

Personalization is another area of growing demand among the consumer base as advertising is more accepted if it is relevant. By capturing user preferences and habits, the network provider can ensure the offers and promotions delivered to the consumer are relevant to their habits, increasing the likelihood of success of the campaign.

Contextually aware ads capture the opportunity of the particular Web page being visited by the user as they match the type of information on the page. For instance, a consumer visiting a dog grooming Web page would be provided with ads that relate to dog grooming. Such ads are more meaningful when placed appropriately, helping to improve the consumer experience and driving better revenues for the service provider. 

Featured Events