Openet Outlines Future of Advertising in “Next Generation Advertising: A Quantified Shift to the Network Edge”

May 22, 2008 - Openet

DUBLIN, Ireland – May 22, 2008 – Openet, the leading provider of Transactional Intelligence solutions for the world’s largest and most innovative service providers, today published “Next Generation Advertising: A Quantified Shift to the Network Edge,” a white paper describing the evolution of advertising.  The paper outlines advertisers’ challenges in reaching individual consumers in a meaningful way and showcases how network service providers – specifically cable operators, IPTV and mobile service providers – are uniquely positioned to deliver targeted advertising value through access to network-edge data, the key to building complete individual user profiles.  The full paper is available for download here.

Advertisers continue to spend enormous sums on multiple platforms, hoping to find the right exposure mix for their audience.  While each major platform – TV, Internet and mobile – delivers value in its own right, a coordinated strategy across multiple platforms simultaneously enables advertisers to deliver full user preference and context that represents a value greater than the sum of its parts.
Pros and Cons of Existing Tools:
  • TV delivers mass audience, but lacks individual user segmentation and preference
  • The Internet has the “ad network,” yet lacks the punch of TV and freedom of wireless
  • Wireless has individual user access, but without context, making advertising a pure demographic exercise.

The growing demand for digital media services, combined with the migration of subscribers to the digital tier on every platform, presents network service providers with an opportunity to more effectively measure subscriber content choices online, wirelessly and on TV.   “Next Generation Advertising: A Quantified Shift to the Network Edge” shows how accurate measurement of these choices, when intelligently correlated across multiple platforms, for the first time enables advertisers to pinpoint services and offerings on an individual case-by-case basis. 

“The future of advertising lies in correlating real-time subscriber activity such as television viewing behavior and broadband mobile service usage with demographic and psychographic profiling information,” said Michael Manzo, Openet chief marketing officer.  “This correlation delivers subscriber profile information of unprecedented depth and accuracy, enabling service providers to proactively mine data and build profiles that can proactively drive revenue-generating decisions.”
Openet is helping service providers drive this revenue opportunity through its suite of Advanced Advertising solutions, debuting earlier this week with the Audience Measurement solution.  Openet’s Audience Measurement solution provides the tools to mine user data from both the network core and the edge, accurately delivering in real time the actionable information necessary for true addressable advertising.
Openet will announce additional market-specific offerings and capabilities for its Advanced Advertising solution suite in the coming months.  For the most up to date information, please visit the Advanced Advertising Microsite to see the latest developments.
About Openet
Openet is a leading worldwide provider of event processing and transaction management solutions. The Transactional Intelligence of the company's solutions extracts increased value from diverse service provider networks, enabling rapid introduction of new services and reliable, cost-effective management of existing services. Openet is focused on delivering best-in-class network edge solutions and specialized engagement processes that create business value from network activity. A global company, Openet's implementations include long-running engagements with the world's leading service providers such as British Telecom, Orange, AT&T and Verizon Wireless. For more information, visit


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