• Subscribe
  • Advertise
    • Media Info
    • Terms & Conditions for Advertisers
    • Mechanical Data

Broadband TV News

Independent. Since 2003

  • Home
  • News Line
    • Central & East Europe
    • People
  • TV
    • On Demand/VOD
    • IPTV
    • Cable
    • Satellite
    • Terrestrial
    • Distribution
  • Business
  • Tech
  • Columns
    • Chris Dziadul
    • Julian Clover
    • Robert Briel
  • Events
    • Events Diary
    • BTN Events
    • Events Coverage
    • Submit the details of your event
  • Features
  • Resources
    • White Papers

Telcos in ad tech alliance for advertising delivery

January 12, 2023 12.52 Europe/London By Julian Clover

An alliance of European telcos Deutsche Telekom, Orange, Telefónica and Vodafone want to launch a new ad tech joint venture in a bid to challenge the dominance of Big Tech such as Google and Facebook.

The proposal was made public in a filing made with the European Commission on January 6th. According to the filing, the four would have both “joint control over and equal shares in the JV”.

They want to offer “a privacy-led, digital identification solution to support the digital marketing and advertising activities of brands and publishers,” using “first party” data ad-targeting infrastructure.

Last year, the telcos ran a limited trial in Germany dubbed TrustPid that included advertisers and publishers, including Axel Springer’s website Bild.de and RTL. During the process, run by Deutsche Telekom and Vodafone, the two were in close contact with Germany’s Federal Commissioner for Data Protection and Freedom of Information (BfDI).

TrustPid works by producing pseudonymous tokens for each individual website. This removes the possibility of building an extensive user profile, as with cookies. However, the different tokens combine through ‘secure matching’ to prevent the same advertising from being shown to a user on multiple occasions.

The Commission now has until February 10th to decide whether to let the telcos go ahead with a commercial launch.

  • Click to share on Facebook (Opens in new window)
  • Click to share on Twitter (Opens in new window)
  • Click to share on LinkedIn (Opens in new window)
  • Click to share on WhatsApp (Opens in new window)

Related

Filed Under: Business, Newsline, Regulation Tagged With: Deutsche Telekom, Orange, Telefonica, Vodafone Edited: 12 January 2023 13:22

Avatar photo

About Julian Clover

Julian Clover is a Media and Technology journalist based in Cambridge, UK. He works in online and printed media. Julian is also a voice on local radio. You can talk to Julian on Twitter @julianclover, on Facebook or by email at jclover@broadbandtvnews.com.

Latest News

  • A1 Telekom Austria shareholders agree to spin off tower assets
  • Erik Huggers appointed Chairman of Everyone TV
  • GB News presenter told he’d have to ‘pay own Ofcom fines’
  • Spanish SVOD analysed in SVOD Tracker report
  • Poland’s “Lex pilot” law suspended

Free Ebook

Whitepaper: Why Wi-Fi 6 is Key for ISP Success

Wi-Fi 6 and Wi-Fi 6E client devices are entering the home in an unprecedented way, surpassing 50% market share since their introduction in 2019 (compared to four years for Wi-Fi 5). … [Download the eBook...]

Q & A

Q&A with Przemyslaw Frasunek, Redge Technologies

Broadband TV News speaks with Przemyslaw Frasunek, the CEO of Redge Technologies, about the CEE region OTT landscape and the most effective video security solutions.

Broadband TV News

  • Subscribe
  • About us
  • Contacts
  • Logos & Pictures
  • Privacy Policy
  • Terms and Conditions

Advertising

  • Media Info
  • Terms & Conditions
  • Mechanical Data
  • Video Services

News

  • Latest
  • Central & East Europe
  • TV
  • Tech
  • Streaming
  • Cable
  • Satellite
  • Terrestrial
  • IPTV
  • Business
  • People

Events

  • Events Diary
  • BTN Events
  • Submit the details of your event
  • Media Meet & Greet

Broadband TV News

PO Box 499
Cambridge
United Kingdom
CB1 0AH
news@broadbandtvnews.com

Connect with Us

 

Copyright © 2023 Broadband TV News LLP · Log in

 

Loading Comments...