The news that Spanish telecoms giant Telefónica is gearing up to launch a platform that will “let clients know what data Internet firms have, so the client can decide what to do with them,” can be read as a move by the telco to get a leg up on the likes of Amazon, Facebook, and Google–which have the edge in the data trade. It’s just one event in a flurry of activity as companies race to harness data owned by others to enable more contextually relevant and effective advertising–thus enabling brands and marketers to communicate with consumers in a way that produces positive results and deepens engagement.

from Forbes – Tech http://ift.tt/2csKGq7
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