Blis diversifies its Audience Explorer tool with Vodafone partnership

Privacy-first platform is attempting to create the most accurate and updated audience insights tool, without compromising consumer anonymity.

Blis, a planning and buying advertising platform, has partnered with Vodafone Business to integrate its customer data into Blis’ Audience Explorer tool.

Incorporation of Vodafone’s anonymised and aggregated data and technical algorithms is aimed at enriching the Audience Explorer’s consumer insights to make it a more robust tool for advertisers looking to optimise the targeting of their campaigns. .

Part of the partnership includes Vodafone assisting Blis in making sense of insights regarding the total population represented within the data in terms of geographical locations.

These privacy-first customer behaviour figures will help to diversify the tool, complementing Blis’ behavioural lifestyle segments in an attempt at giving customers a 360-degree view of their audience, without compromising user privacy.

Maintaining consumer anonymity

To ensure customer privacy remains a priority following the integration, all data will continue to be time-parted, anonymised and aggregated prior to the inclusion in Blis’ own location data sets.

The additional data and subsequent insights from Vodafone have been designed for compliance with UK GDPR and the requirements of data protection legislation, further helping to prevent customers from being identified.

Charlie Smith, MD Europe at Blis, said: “We’re extremely excited to bring valuable Vodafone insights into Audience Explorer. Vodafone coupled with Blis' already robust data means we have the richest and most powerful pool of data in the industry.”

Andy May, Head of Enterprise Transformation at Vodafone UK, added: “As a tech comms company, Vodafone’s objective is to help our customers get the best possible value from our services and support their digital and data journey.”

The platform is available in the UK, Italy and Spain, with more countries planned to be added later in the year.