We've

About We've

Weve operates as a data-driven media and insights company, leveraging first-party telecommunications data to inform audience intelligence, mobile-led media campaigns, and measurement services. The company was originally established in 2012 as a joint venture between three of the UK's largest mobile network operators: EE, Vodafone, and O2. This collaboration was designed to pool customer data to offer targeted advertising and mobile marketing services.

The initial venture saw the three networks invest nearly £40 million to compete in the mobile advertising market. However, in 2015, following a strategic re-evaluation, O2 (Telefónica UK) bought out its partners, EE and Vodafone, to take full control of Weve. The company then became a wholly-owned subsidiary of O2. This acquisition was intended to make Weve more agile, answering to a single owner instead of three shareholders, and to integrate Weve’s capabilities with O2’s broader digital services, including O2 Wifi and the O2 Priority loyalty program. Following the acquisition, Weve gained access to an expanded dataset, increasing its reach.

Weve's business model is centered on its access to vast amounts of anonymized, aggregated data derived directly from telecommunications network events. The firm processes billions of data signals daily, providing a comprehensive end-to-end view of consumer behavior. This data is utilized to create detailed audience segments for advertisers, enabling more precise targeting and campaign attribution. Its clients are typically brands and media agencies seeking to execute effective mobile advertising campaigns. Revenue is generated by providing these data-led services, which include audience targeting, insights, and the verification of ad exposure and campaign effectiveness.