The operator has partnered with Specific Media to use its Mobile in the Home product, which can isolate all the mobile and tablet devices in a household and serve them with ads.
Mobile in the Home monitors online behavioural activity attached to a home, using cookie history to improve the targeting of ads, which allows Vodafone to identify whether a specific mobile user has been browsing for a new phone or mobile contract.
Vodafone is using the service to deliver ads that drive users to its ecommerce site with one banner ad offering unlimited calls, texts and 1GB of data for £20.50 a month.
A Vodafone spokesman said: “Mobile devices have become a primary tool for internet usage in the home, from browsing to shopping [and] we are keen to capitalise on this through targeted, in-home advertising.
“Using Mobile in the Home we can reach users in a relaxed mindset, when they are more likely to engage with advertising.”
This is the first I’ve heard of this kind of technology, but opens the door to all kinds of targeting possibilities. I’m sure there are some interesting privacy questions to investigate.
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