We develop the data space for Vocento to maximise the value of its audience data

At Telefónica Tech, we are participating as the technology partner in the deployment of the data space for Vocento to maximise the value of its audience data. This platform brings together aggregated information on audiences, subscriptions, qualified leads and commercial activity to unlock new value opportunities across Vocento's digital ecosystem based on the principles of interoperability, security and digital sovereignty.

Four audience data use cases

The project includes the development of four use cases:

• Advertising: building, managing and activating audience segments based on aggregated information to support more relevant and effective campaigns.
• Classifieds: analysing audiences based on qualified leads from used vehicle and leasing websites.
• Subscriptions: aggregated analysis of digital subscriber behaviour to identify trends and support strategic decision-making.
• Sales proposals: aggregated segmentation of high-value advertising audiences based on interests and digital behaviour patterns.

Through this project, which forms part of the initiative “Development of use cases linked to the information sector to optimise the value of user data” and is funded by the European Union-NextGenerationEU and the Spanish Secretariat of State for Digitalisation and Artificial Intelligence, we are helping Vocento move towards a more transparent, secure and results-driven data management model capable of unlocking new revenue streams across key areas of its digital business.