Earlier this month, Tesco Mobile unveiled an innovative new advertising model. From the 9th of July, customers will be able to shave money off their phone bills in return for them agreeing to view advertising on their home screen. With mobile paving the way for brands to take their relationships with customers to the next level, Zeta’s Marise Treseder, considers how businesses can use the “data value exchange” to inform cross-channel customer journeys.

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