- Mobile phone numbers serve as vital identifiers, connecting individuals to their devices, and enabling unique recognition.
- TrustPid is a privacy-led identification solution that harnesses mobile numbers as unique identifiers.
- As mobile usage grows across Africa, the importance of identifying consumers through mobile phone numbers is critical.
In the ever-evolving digital landscape, a groundbreaking collaboration is taking shape as four major European telecom giants join forces to create TrustPid–an innovative advertising ID system.
TrustPid is a privacy-led identification solution that harnesses mobile numbers as unique identifiers, revolutionizing the digital marketing of publishers and brands, especially in the face of the imminent extinction of third-party cookies.
This endeavor not only addresses the challenges posed by the evolving digital ecosystem but also highlights Africa’s pivotal role in shaping the global tech landscape. Interestingly, the roots of this groundbreaking initiative can be traced back to Africa’s own innovation hub and mobile marketing pioneer, Terragon.
Adrenaline: Africa’s trailblazing tech innovation
In 2015, Terragon, Africa’s foremost Data and Marketing Technology company, unveiled its revolutionary mobile advertising solution, ‘Adrenaline,’ marking a milestone in Africa’s technological prowess.
Adrenaline, Africa’s first telco-data monetization platform, shares striking similarities with TrustPid. Both platforms use mobile phone numbers as unique identifiers to drive personalized advertising without relying on third-party cookies.
The concept behind Adrenaline was to bridge the gap between advertising demand and data supply. Adrenaline serves as a double-sided platform, enabling advertisers to run targeted messages to mobile subscribers through offline Telco-native channels and online ad exchanges.
Simultaneously, Adrenaline empowers Telcos to monetize their data assets by providing privacy-compliant access to segmented subscribers, opening channels for businesses to reach their target audience.
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The power of unique identifiers
At the core of both Adrenaline and TrustPid, lies the strategic utilization of unique identifiers. Terragon’s CTO and Co-founder, Ayodeji Balogun, emphasizes that Adrenaline leverages telco data to provide advertisers with real-time customer insights essential for delivering relevant and effective advertising campaigns. Telco data has emerged as a goldmine of customer behavior insights, location data, preferences, and more.
As mobile usage grows across Africa, where mobile penetration exceeds 50 percent, the importance of identifying consumers through mobile phone numbers is critical.
Ayodeji Balogun explains that mobile phone numbers serve as vital identifiers, connecting individuals to their devices, and enabling unique recognition through Terragon’s cloud software. This capability centralizes and manages customer information, empowering businesses with actionable insights.
Privacy and Compliance
Addressing data privacy concerns, Mr. Balogon emphasizes that Terragon places the utmost importance on data security. The company encrypts and anonymizes data to safeguard personal information in adherence to global and regional data privacy regulations, including GDPR and NDPR. Terragon’s ISO 27001 certification for five consecutive years further underscores its commitment to data security.
Terragon says it has positioned itself as a pioneer in leveraging data and technology to empower brands to engage with African consumers intelligently.
The company’s cloud-based ecosystem boasts partnerships with global tech giants Microsoft and AWS, collaborations with telecom industry leaders MTN and Orange, and engagement with a multitude of multinational enterprises and small businesses.
In a world undergoing digital transformation, where innovation is a driving force, Africa’s role in shaping the tech landscape is undeniable. TrustPid and Adrenaline stand as testaments to Africa’s innovation potential and its ability to provide globally relevant solutions to the challenges posed by a dynamic digital environment. Through these initiatives, Africa is not just embracing change but is actively shaping the future of digital marketing.
