The phase-out of third-party cookies, which began in 2024, has marked a fundamental shift in digital advertising. For years, cookies were the backbone of online targeting, allowing marketers to track user behavior across the web.
With that era now behind us, the industry has been under pressure to find alternatives that are both effective and privacy-compliant.
Marketers have increasingly turned to telcos, who hold rich, first-party data on millions of subscribers, as trusted partners in this new landscape. True Digital, a multinational technology company headquartered in Bangkok, is at the forefront of this shift, monetizing its data as an insightful and privacy-respectful option in the post-cookie world.
The solution
True Digital has been using Intersec's platform to enhance their micro-segmentation capabilities and label all their subscribers with 400+ tags: demographic, geographic, behavioral, and interest-based.
This segmentation has proven extremely useful in:
Addressing the needs of enterprise clients who want to advertise on high-engagement channels (SMS, video streaming, e-wallet apps...)
Increasing customer engagement since the telco can use real-time triggers to decide the best moment to interact with the customer
Conducting footfall and mobility analyses leveraging the location technologies of the platform, combined with their micro-segmentation labels, helping businesses make better location decisions (e.g., where to open a branch, shop...)
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Telcos are one of the best options for data partnerships. Thanks to telcos' vast amount of data and high-engagement channels, they can roll out cookie-free and privacy-friendly data-driven solutions for advertising, credit risk and intelligence.
Network data for marketers: a privacy-first alternative to cookies
After two decades at the heart of performance marketing, cookies are being phased out due to tightening privacy regulations and shifts in big tech policy. Businesses are now looking elsewhere, and telecom partnerships have emerged as one of the most promising paths forward.
Telecommunications companies hold a uniquely rich picture of their subscribers: browsing and call history, location patterns, payment behavior, and digital service usage. This depth of data offers marketers a compliant, cookie-free way to reach and understand the right audiences.
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