O2 has teamed up with Blis, a location-powered advertising company, to help advertisers to utilise the O2 network to reach specific audiences.

The product, called ‘telco-powered targeting – together with O2’, makes use of aggregated and anonymised customer behaviour data to match websites with audience segments, enabling advertisers to reach people based on ‘real’ customer behaviour.

Audiences can be targeted based on demographics, lifestyles, or life stages, with a particular focus on those who have shown an affinity toward particular brands, hobbies, or interests.

“This strategic partnership with Blis, leveraging the extensive anonymised and aggregated data from the O2 network, will deliver the kinds of audience insights that will enable brands to shift the needle on their advertising,” said Sergio Budkin, Director of Business, Products and Propositions at O2 (Telefónica UK). “Blis has proven experience in delivering results using location data and we’re thrilled to partner and bring this exciting proposition to customers across the UK.”