It was already in the media at the beginning of January, but now the companies concerned have come forward again. Deutsche TelekomOrange, Telefónica and Vodafone form an ad tech joint venture. This company will operate a technical platform for digital advertising in Europe, designed to benefit consumers, advertisers and publishers while protecting privacy. At least that’s what they claim. Of course, you want to take action against advertising giants like Google and secure shares. The telecommunications service provider thus becomes an advertising service provider.
The four companies will hold equal shares (25 percent each) in a newly formed joint venture holding company. It will be based in Belgium and run by an independent management under the supervision of a shareholder-appointed board of directors.
The joint venture is the result of a project initiated by Vodafone and implemented by the four operators with the aim of developing a technical solution for digital advertising in Europe. According to the announcement, the platform has been built to be compliant with European data protection regulations such as GDPR and the ePrivacy Directive.
If users participate and allow the data to be passed on, then this data is available to all participants of the platform. The only data that is then passed on is a pseudonymised, digital token that should not be traceable. With a single click, consumers can give or deny their consent and also revoke any other consents they have already given. What the whole thing looks like, and how foolproof that is, remains to be seen.
In the pilot test carried out by Vodafone in Germany last year, the platform was successfully tested in the networks of Vodafone and Deutsche Telekom (we reported on TrustPID). Online publishers and advertisers took part. However, what “successful” means in this context is not mentioned in the provider’s report.
Summary:
- Deutsche Telekom, Orange, Telefónica and Vodafone establish an ad tech joint venture for digital advertising in Europe
- The companies share equal shares in the joint venture
- The joint venture will be based in Belgium and will be run by independent management
- The aim of the joint venture is to develop a technical platform for digital advertising that advertisers and publishers can use
- The platform should be compliant with the European data protection guidelines
- Users can share data, but only pseudonymised tokens are shared
- Consumers can give consent or opt-out of data sharing with one click
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