Closing the addressability gap in digital audio with telco data

Global has partnered with BT Active Intelligence to advance audience-based advertising in digital audio, enabling scalable targeting without the use of personal identifiers. By applying privacy-safe location intelligence derived from the EE network, the solution enables advertisers to activate high-value audience segments across digital audio inventory at scale. The collaboration demonstrates how telco data can help close the addressability gap, positioning digital audio as a measurable, performance-ready channel that combines broadcast reach with audience precision while maintaining consumer privacy.