Big Data Power Grab by AT&T, Comcast, Verizon and other Broadband ISPs: Part 1

1. Phone and cable companies are increasing their investment and technological capability to track, capture and analyze all of their customers data across platforms— Internet, mobile and TV. They openly discuss how by having access to more screens— including mobile and TV (both cable and streaming) they are in a better position to target consumers on behalf of advertisers.

Examples of what leading companies say their cross device delivery capabilities are. Comcast: https://www.comcastplatformservices.com/industries/agencies-and- (link is external)

advertisers; http://www.comcastspotlight.com/ (link is external)

Verizon: http://advertising.aol.com/blog/insights-effective-cross-device-targeting; (link is external)

AT&T: http://adworks.att.com/crossscreen.html; (link is external)

2. Recent and pending acquisitions are designed to further cross device data gathering and targeting footprint.

Verizon/AOL: http://adage.com/article/datadriven-marketing/verizon-aol-pair- (link is external) data-core/298607/

Verizon/Yahoo: http://adage.com/article/datadriven-marketing/verizon-aol-pair- (link is external) data-core/298607/

AT&T/DirecTV: http://www.mediapost.com/publications/article/270443/att- (link is external) adworks-launches-video-programmatic-platform.html

AT&T/Invidi: http://about.att.com/story/att_dish_wpp_to_acquire_invidi.html (link is external)

AT&T/TimeWarner:

http://www.mediapost.com/publications/article/288484/atttime-warner-merger- (link is external) opportunities-and-potenti.html

Comcast/NBC: http://corporate.comcast.com/news-information/news- (link is external) feed/nbcuniversal-amplifies-integrated-advertising

Comcast/Visible World: https://adexchanger.com/digital-tv/in-buying-visible- (link is external) world-comcast-exerts-more-influence-on-the-demand-side/

3. ISPs have expanded their investment in “Big Data” practices, including for targeted advertising.

Comcast: http://www.lightreading.com/cable/set-top-boxes/comcast-digs-deeper- (link is external) into-big-data-/d/d-id/729358; https://www.datameer.com/company/datameer- (link is external) blog/comcast-turns-big-data-smart-data-part-1/;

https://mapr.com/company/news/comcast-develops-advanced-advertising- (link is external) platform-handle-real-time-big-data/

Verizon: http://adage.com/article/datadriven-marketing/key-verizon-data-aol- (link is external) advertisers/303186/; http://www.ibmbigdatahub.com/tag/2186; (link is external) http://www.kyvosinsights.com/webinar-webcast-how-verizon-is-solving-big-… (link is external) problems-with-interactive-bi/

AT&T: http://www.mobilemarketer.com/cms/news/carrier-networks/23093.html; (link is external) http://jobs.climber.com/jobs/Marketing-Advertising/Atlanta-GA-30301/Big-… (link is external) Client-Service-Principal/74668685

4. ISPs using their ability to identify us by location for ad targeting.

Verizon: http://www.theverge.com/2016/3/30/11330812/verizon-share- (link is external) customer-location-data-with-aol-advertising; https://support.mmedia.com/hc/en- (link is external) us/articles/204610694-Advertising-Video-Tutorials; https://learn.onemobile.aol.com/hc/en-us/sections/200880704-Monetize; (link is external) http://www.adweek.com/digital/aol-inks-mobile-data-deal-to-power-more- (link is external) location-based-ads/

AT&T: http://www.adweekaudiencetargetingguide.com/#attadworks (link is external) ;

http://about.att.com/story/data_patterns_gives_advertisers_new_insights…. (link is external)

5. ISPs have acquired or expanded their real-time data targeting capabilities—called programmatic.

Verizon: http://advertising.aol.com/tags/programmatic; (link is external) http://www.videa.tv/2016/08/verizon-acquisition-of-yahoo-gives-telco-a- (link is external) programmatic-trifecta/

AT&T: https://adexchanger.com/digital-tv/att-opens-private-marketplace- (link is external) powered-videology-beat-black-box-tv-planning/; http://about.att.com/story/att_dish_wpp_to_acquire_invidi.html (link is external)

Comcast: https://www.ampower.me/article/Mobile-Advertising/Comcast- (link is external) Strengthens-Programmatic-Video-with-StickyAds-Purchase-11-268885?page=20; https://www.comcasttechnologysolutions.com/blog/outlook-programmatic- (link is external) advertising; https://www.comcasttechnologysolutions.com/blog/outlook- (link is external) programmatic-advertising; http://www.recode.net/2014/3/1/11624088/comcast- (link is external) to-acquire-video-ad-platform-freewheel

6. ISPs position themselves to reap digital ad revenues.

AT&T: AT&T wants more digital advertising. 8/15/16. http://adage.com/article/cmo- (link is external) strategy/t-chose-omnicom/305446/

Verizon: https://www.digitalcommerce360.com/2016/06/24/verizon-turns-digital- (link is external) advertising/

Comcast: http://corporate.comcast.com/news-information/news-feed/comcast-partners- (link is external) to-scale-digital-advertising-for-20-million-broadband-subscribers; https://adexchanger.com/investment/comcast-eyes-advanced-ad-targeting-q4… (link is external) video-cable-subscription-growth/

7. ISPs expand OTT ad capabilities (streaming, “over-the-top”):

Comcast: http://www.multichannel.com/news/distribution/ces-2017-comcast- (link is external) unit-boots-direct-consumer-ott-service-content-players/409976; https://www.comcasttechnologysolutions.com/news (link is external)

AT&T: http://www.telecompetitor.com/att-ott-service-directv-now-to-launch-with- (link is external) 100-channels-original-content-for-35month/; https://www.ipglab.com/2016/11/29/att-plans-personalized-dynamic-ads-for- (link is external) directv-now/

Verizon: https://www.verizondigitalmedia.com/platform/translate/; (link is external) https://www.verizondigitalmedia.com/solutions/broadcast-ott-solution/ (link is external)

8. ISPs expanding personalized targeting

Verizon: https://www.verizondigitalmedia.com/blog/2017/03/the-future-of-ott/; (link is external) https://www.verizondigitalmedia.com/blog/2017/01/deliver-personalized- (link is external) experiences-with-smartplay-by-verizon/

Comcast: http://corporate.comcast.com/news-information/news-feed/xfinity-tvs- (link is external) next-generation-x1-platform-the-future-of-tv; http://www.bizjournals.com/philadelphia/news/2017/01/03/comcast-acquires- (link is external) watchwith-metadata-x1-search.html

AT&T: https://www.ipglab.com/2016/11/29/att-plans-personalized-dynamic-ads- (link is external) for-directv-now/; https://www.nytimes.com/2016/10/27/business/media/targeted-advertising- (link is external) time-warner-merger.html?_r=0

9. ISPs working with big data brokers, data marketing clouds that have extensive information to target consumers by race, finances, health, etc

AT&T: https://www.acxiom.com/partners/att-adworks/; (link is external) http://about.att.com/mediakit/adworks (link is external)

Comcast: https://www.acxiom.com/partners/comcast-media-360/; (link is external) https://www.oracle.com/marketingcloud/customers/success-stories/comcast…. (link is external)

Verizon: https://www.oracle.com/marketingcloud/customers/success- (link is external) stories/verizon.html; https://liveramp.com/partner/aol/ (link is external) (axciom)