Three UK Enters Programmatic Market in Partnership With Zeotap

Three Hutchison UK becomes zeotap’s 9th telecom data partner to join their platform across the globe. From now on, agencies and advertisers in the UK will be able to activate Three UK’s ID-verified socio-demographic data across their campaigns, which has proven to be up to 6x more accurate than market benchmarks. Additionally, Three UK’s data will also be adding into zeotap’s matching capabilities for their recently launched identity solution Connect. Clients will be able to deterministically match offline to online identifiers, thanks to the GDPR-compliant and patented technology zeotap has in place, solving the long-lasting data connectivity problem for advertisers who have heavily invested in their 1st party data.

November 7, 2018 – CampaignLive writes:

Three UK is entering the programmatic ad market with a new proposition allowing brands to use its customer data to help improve the accuracy of mobile campaigns.

The mobile network has today announced the launch of Relevant Advertising, in partnership with Germany-based data platform zeotap.

Brands and publishers will be able to access Three’s anonymised customer data to target campaigns at audiences based on age, gender and work and home location, in a manner the company insists is GDPR-compliant.

Customers must opt in to the scheme through Three’s Wuntu rewards app. Those opting in agree to have their web and app usage tracked, and will be served what Three argues will be more relevant ads.

The brand said that 94% of the one million customers invited to take part in the trial agreed to opt in. It will eventually extend the initiative to all 10 million of its customers.

Citing Nielsen figures, Three claims campaigns underpinned by its deterministic user data is up to six times more accurate than the current average accuracy of the digital ad industry.

Three and zeotap are also launching a product called “Connect”, which enables brands to combine their own first-party CRM data along with Three’s anonymous data to deliver more relevant mobile ads.

The project is being overseen by Three’s director of advertising Charlie McGee, who joined last year from ad tech firm OpenX. Formerly agency side with MEC and Aegis Media, McGee also previously led Apple’s ad sales team for iAd across the EMEA region.

Data Accuracy

There have been several high-profile attempts by UK mobile network carriers to muscle in on the digital ad market and capitalise on the accuracy of their customer data.

Weve was set up as a joint venture between O2, EE and Vodafone in 2013, and had ambitions to challenge Apple, Google and Facebook’s dominance in mobile by moving into mobile display ads and data-sharing for programmatic trading.

Three controversially announced in 2016 it would start trailing ad-blockers at network carrier level, but later that year Three dropped ad-blocking plans and instead urged the mobile industry to create better ads.

Last month, Weve’s sole remaining backer O2 said it will stop taking new bookings for mobile ad campaigns, stating that the move would allow it to “solely focus messaging on O2 services and customer loyalty”.

However, speaking to Campaign ahead of the launch of Relevant Advertising, McGee insisted brands will be attracted by the opportunity of serving consumers “better ads”, and that Three’s “sophisticated” millennial-age audience are now more “accepting” of ads.

“We are telling consumers in plain English that you are going to get ads [when using the internet], and that we are endeavouring to make sure that those ads aren’t wasting their time,” he said.

About Three UK

Three is a communications company focused on connecting people to people, people to things and things to things.
Today, Three has more than 10 million customers who use over 3.5 times more mobile data than the industry average. Our network covers over 99% of the UK population.
Three has the UK’s leading 5G spectrum portfolio holding more than the rest of the industry combined. Three is the only operator able to meet the IMT 2020 standard for full 5G services.
Three was voted the Best Network for Data at the Mobile Choice Consumer Awards, as well as Best Network for Roaming by uSwitch, and the Best High Street Retailer at the Mobile Industry Awards. We have a Net Promoter Score of +13, the best of any UK network, alongside +18 score for Employee Net Promoter Score, reflecting a high level of employee engagement.
Three UK is part of the CK Hutchison Holdings Ltd group of companies which has mobile operations in 11 countries. We employ more than 4,000 people across our offices in Maidenhead, Glasgow and Reading and our 300 retail stores.

About zeotap

zeotap unites the world’s most valuable data to fuel growth. We enable our clients to achieve better results through precision at scale and intelligent technology. The first company to win by now 9 major telecom operators around the world as data partners, zeotap has since become the leader in sourcing, refining and distributing high-quality data from large enterprises.
zeotap provides data to the digital advertising ecosystem for better mobile targeting, insights & patented data connectivity. Stringent quality audits, sophisticated methodologies and state-of-the-art technology ensure our data has proven up to six times more accurate than current market benchmarks, solving a fundamental quality problem in the industry. Up to now, roughly 50 of the world’s top 100 brands are using zeotap’s data.
We have earned our partners’ trust through a strict focus on regulatory compliance, privacy-by-design and information security and in total 8 enterprise grade certifications and many more pro-active measures that go beyond necessary standards in the field. We have built our company on an ethical company vision and are applying GDPR law around the world – not just in Europe.
Founded in Berlin in September 2014, zeotap today has offices in New York, London, Paris, Madrid, Milan, Bengaluru and Mumbai and counts all major media agencies and many global brands as its clients.

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