Virgin Media O2 Business signs adtech data partnership

Virgin Media O2 Business has signed a new adtech partnership which will give advertisers access to its extensive anonymised and aggregated data through the O2 Motion Brand Elevator platform.

The deal sees the business arm of the telecoms giant join the Blis advertising tech stack; a move which it is claimed will enable brands to tap into one of the most comprehensive and highest-quality telco datasets on the market.

This will also allow Blis users to strengthen their audience planning and measurement capabilities with access to high quality brand insights.

The Blis platform operates on geo-powered insights, enabling clients to plan, activate, and measure campaigns across all channels. Advertisers can layer on any additional demographics or consumer spending data, such as Mastercard insights, for enhanced targeting.

In addition, Blis is offering app and web usage data for omnichannel measurement through its Smart Holdout Groups. This solution allows advertisers to accurately assess brand outcomes across various channels, measuring key metrics such as sales uplift, footfall increase, and app usage growth.

O2 Motion Brand Elevator business development director Andy Gillham said: “Our expanded partnership with Blis showcases the power of anonymised and aggregated data when applied in digital advertising. Blis users will now be able to make data-driven decisions to enhance both planning efforts and work impact.

“By combining Brand Elevator outputs with tools like Blis’ Smart Holdout Groups, customers will be able to unlock valuable insights that enable greater collaboration within the advertising industry.”

Blis European managing director Charlie Smith added: “Telco data is becoming an essential resource for understanding purchase intent, and we’re thrilled to be able to now utilise brand-level data from Virgin Media O2 Business.

“This deal reinforces our commitment to providing high-quality data for our clients’ campaigns while ensuring privacy compliance. We believe this should be the industry standard. Our clients can now maximise campaign effectiveness without compromise.”