From the ad tech gold rush of a decade ago to today’s privacy-first reset, telcos are taking a second shot at one of digital advertising’s biggest questions – can carrier data finally deliver on its promise without sacrificing consumer trust? This AdExchanger piece unpacks why operators are revisiting ad-funded models, how platforms like Novatiq enable telco-verified IDs without exposing personal data, and what recent campaigns reveal about the revenue and performance gains now on the table. As our CPO Tanya Field explains, the conditions are finally right for telcos to act.
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