Skyrise and Virgin Media O2 partner on anonymised mobile movement data

The five-year exclusive agreement will see Skyrise expand its audience design technology to include data from O2 Motion, a Virgin Media O2 Business service that uses anonymised and aggregated data from its mobile network to offer movement trends.

Data from the network is based on the data footprints generated when mobile devices connect to masts, and offers insight about how people are moving around the UK.

Skyrise aims to harness this data to help advertisers and media companies inform their campaigns. 

The partnership will also include support to generate customised audiences for Skyrise customers, based on movement, demography and mobility patterns.

Geoff Wappett, head of data and AI at Virgin Media O2 Business, said: “We’re excited to announce our new partnership with Skyrise, helping their clients to benefit from fully anonymised data on movement trends across the UK.”

Skyrise co-founder Ian Vint said the partnership “represents a huge improvement in how brands and agencies can plan and buy media”.