Operator revenue from digital advertising will grow to USD37 billion worldwide in 2027

Operator digital advertising revenue amounts to 2.4% of total mobile service revenue as of 2022. Inigo Barker (Senior Analyst) and Tom Rebbeck (Partner) discuss the structural changes to the digital advertising market that have put operators in a stronger position to capitalise on their first-party user data assets and share in the growth of the market. The associated article can be accessed here.