Axonix’s differentiating point will be its access to Telefonica’s demographic data, according to Birkenhead.
“Telefonica has verified demographic information which is rare within the ad industry,” he said. “Because when you sign a contract [with Telefonica], we know your date of birth, your gender and where you live, so we will have demographic data that is very valuable to advertisers.”
Efforts to integrate and anonymize the telecom’s global customer data into Axonix will start in Germany and Brazil this summer. The company’s road map includes adding a private exchange capability for publishers and advertisers, as well as the ability to target users on real-time location data.
In terms of inventory, Axonix offers purely mobile app inventory and it is in the process of allowing publishers to add mobile Web inventory as well, Bailey said.
Axonix has more than 100 demand-side partners, which are primarily demand-side platforms (DSPs) or ad networks. Brand advertisers are unlikely to connect directly into the Axonix platform and instead access the inventory through a DSP, Bailey added.