The main European telecom networks, including France’s Orange, are joining forces to compete with the technology giants in terms of targeted advertising.
For several months, the question has been agitating the European Commission: how to limit the influence of American technology companies? The main European telecom networks are taking the lead and joining forces to create a new digital advertising infrastructure.
The German Deutsche Telekom, the French Orange, the Spanish Telefónica and the English Vodafone announce the creation of a “jointly controlled joint” company.
“The joint venture will offer a privacy-aware digital ID solution to support the digital marketing and advertising activities of brands and publishers,” a document reads. forwarded to the European Commission.
The future company is betting on data protection and thumbing its nose at the technology giants. Thus, the new infrastructure will have the function of generating “a secure and pseudonymized token” linked to “a user’s network subscription” and “which will be provided by participating network operators”.
This token will give the brand or publisher the ability to target their advertisements without revealing any “directly identifiable personal data” of users. This would allow them “to optimize the distribution of online advertising and to optimize sites and applications”, it is specified.
Consent
The creation of the token is subject to the explicit consent of the user. The latter will have access to a privacy portal and will be able to verify the brands and publishers to which they have given their consent and withdraw their consent.
In 2022, European telecoms went on a crusade against technological giants including GAFAM. They want to use them to fund telecommunications networks and establish a fair financial sharing of their use.
“Now is the time to reorganize the fair remuneration of the networks”, had even tweeted Thierry Bretonlast May.
