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Spain : MOBILE ad venture launched by Telefonica and Blackstone [TendersInfo (India)](TendersInfo (India) Via Acquire Media NewsEdge) Spanish telecoms firm Telefonica and US investment giant Blackstone introduced a mobile telephone advertising venture, challenging internet giants such as Google and Facebook in a multi-billion-dollar market. The Spanish firm said that Telefonica and Blackstone's GSO Capital Partners division have formed Axonix, a London-based advertising company which will acquire and sell "space" for targeted advertising via mobile phones. Telefonica said that it was the first telecom firm to compete in the lucrative mobile online advertising market dominated by major internet companies such as Google, Facebook and Twitter. Telefonica digital executive Stephen Shurrock in the statement said, "We expect to become one of the leading global technology platforms in the mobile programmatic advertising industry . The statement added, "This is the first mobile advertising exchange platform owned and powered by a mobile operator . It "propels Telefonica into the fast-growing real-time advertising space alongside only a small selection of other major technology companies". Axonix will aim its activities on the United States, Europe and Latin America. Its mobile advertising service is powered by technology from the firm MobClix which GSO Capital Partners bought previous year. The technology facilitates advertisers to target their advertising more effectively by gathering unidentified consumer profile data about Telefonica's users. (c) 2014 Euclid Infotech Pvt. Ltd. Provided by Syndigate.info, an Albawaba.com company |