Tele2 audience segments appeared on the Yabbi advertising platform through Platforma technologies

2022: Testing the delivery of classroom segments to the Yabbi platform

Tele2 On June 9, 2022, the company announced that, together with the developer of business services based big data Platforma on, they tested the delivery of classroom segments built on stable anonymized ones to identifiers advertizing a technology platform. This is Yabbi a platform where advertisers will be able to target their advertising campaigns using the Tele2 audience. Previously, user segments formed in phone numbers were available on just two of the dozens of advertising platforms operating in the market.

Since 2017, Yabbi has been developing a technology platform. It allows advertisers to automate video and banner campaigns in mobile applications using a large range of data. This information is available for use through the Yabbi Smart Panel (YSP). The integration of Tele2 segments expands and enriches the set of data for targeting in YSP by socio-demographic characteristics, offline interests with reference to geolocation, data on installed applications.

The peculiarity of the pilot lies in a different technology for transferring audiences to DMP. With Platforma, mobile phones were converted to stable anonymized identifiers and mapped in a secure loop to MAIDs (mobile device identifiers). This approach allows you to customize the most accurate targeting in mobile applications using data analytics from other environments, including the interests of users and their movement. In addition, such identifiers do not become obsolete and do not require constant updating.

Шаблон:Quote 'author = said Anton Merzlyakov, director of big data analytics at Tele2.

{{quote 'author = noted Dmitry Kazakov, Head of TV Advertising and Analytics at Platforma. | The number of smartphones in the world is constantly increasing, and after that - the importance of competent work with advertising in-app. The technology we tested improves the effectiveness of campaigns in mobile applications through better targeting. It is based on the reliable mapping of mobile operator specific identifiers and in-app accepted identifiers. Enriching MAID with additional data is a fairly rare practice, available to a very limited number of sites. This makes a successful test of this technology an important step for the market. In the future, it will be able to ensure the delivery of its own audience segments from CRM or CDP systems of retailers and B2C brands to advertising platforms,}}

Шаблон:Quote 'author = added Ilya Shatalov, executive director of Yabbi.

In addition to advertising targeting, the use of mobile numbers in in-app advertising opens up additional opportunities for Sales Lift research by Tele2 and Platforma teams following an advertising campaign. This will allow advertisers to reliably assess the effectiveness and quality of advertising communications and more competently build communication with customers.