For several months now, the question has been agitating the European Commission: how to limit the influence of US technology companies? The major European telecommunications networks are taking the lead and joining forces to create a new digital advertising infrastructure.
Deutsche Telekom of Germany, Orange of France, Telefónica of Spain and Vodafone of England announce the creation of a “joint control” company.
The future company bets on data protection and mocks the tech giants. Thus, the new infrastructure will have the function of generating “a secure and pseudonymous token” linked to “a user’s network subscription” and “that will be provided by participating network operators.”
This token will give the brand or publisher the ability to target their ads without revealing any “directly identifiable personal data” of users. This would allow them to “optimize the distribution of online advertising and 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 tech giants, including GAFAM. They want to use them to finance telecommunications networks and establish a fair financial distribution of their use.
“Now is the time to reorganize the fair pay of the chains”, he had even tweeted Thierry Bretonlast may.
Source: BFM TV
