How telcos like Telefonica plan to muscle in on adland

If the future of advertising is mobile-led, then O2-owner Telefonica’s measured attempt to control the delivery of ads across its network spotlights the power it could wield in a market dominated by Facebook and Google.
There aren’t many mobile operators that don’t harbor a similar ambition, though like the Spain-based provider – the bulk of whom’s subscribers reside in Latin America – these plans are shrouded in secrecy, as evidenced by Shine Techno