AOL UK strikes O2 Weve alliance to use mobile subscriber data to take challenger status to the next level

How does an online media player get closer to offering advertisers a more accurate view of consumer behavior that Facebook and Google boast? In the case of AOL, it strikes a deal with O2’s Weve to offer hyper-targeted campaigns it claims would be too niche on the “the behemoths of search and social”.
The arrival of anonymised first-party mobile data from outside the media owner’s products is tipped to swell its stance on the post-cookie battleground where very few players