Telefónica has appointed mobile advertising exec Daniel Rosen to lead and develop its advertising businesses.

Rosen joins from mobile advertising agency Joule, part of the WPP Group, where he has been CEO for just over a year.

The Spain-based operator cited how Rosen launched a world first global connected device planning tool, mFluence, during his tenure.

A Telefónica spokesperson told European Communications that “the core aim” of its global advertising team is to connect advertisers with its 250 million customers through mobile media channels.

The team is spread across Latin America and Europe with teams also present in individual Telefónica operating businesses – with digital advertising hubs in Sao Paulo and London.

The products it offers include targeted messaging, location-based advertising, display and sponsored ads.

In April, Telefónica and Blackstone launched what they claimed to be the first mobile ad exchange platform owned and powered by an operator.

[Read more: Telefónica to launch mobile ad exchange platform with private equity company]

In July, it signed up Brainstorm Mobile Solutions to deliver personalised location-based marketing campaigns.

Last year, Telefónica and US-based operator Sprint announced a partnership focused on growing scale in the mobile advertising space.

Rosen said: “Telefónica is one of the world’s leading mobile operators, not just in size and influence but also in digital disruption and innovation.

“With mobile occupying a more central place in people’s lives than ever before, and Telefónica transforming itself into a digital telco, there could not be a more exciting time to join.”

Rosen will report to Stephen Shurrock, Telefónica’s CEO of Innovation & Digital Disruption.

Shurrock said: “[Daniel] is a major player in mobile advertising and his appointment underlines our commitment to drive the growth of mobile advertising globally. Daniel’s experience and deep understanding of mobile will help us further accelerate revenue growth and product innovation, and build even closer relationships with the brand, publisher and agency community.”

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