European telecoms operators Deutsche Telekom, Orange, Telefónica and Vodafone will launch a joint venture offering a “natively designed” digital marketing technology platform that takes into account “the needs” of consumers to protect their personal data, they announced Friday in a joint statement.
The creation of this new entity has been authorized by the European Commission, in accordance with the EU regulation on merger control, the European regulator confirmed on Friday. The four companies will each hold 25% of this new venture, which will be based in Belgium and managed by “an independent management,” under the control of a supervisory board appointed by the shareholders. The joint venture, whose solution “should benefit consumers, advertisers, and publishers alike,” will “soon” outline its vision and strategy, including its marketing plans, the co-founders further indicated.
New test phases planned
In practice, this platform aims to comply with European data protection policies, such as the GDPR and the ePrivacy Directive. Its initiators amazon database that they have tested it in Germany, with Vodafone and Deutsche Telekom.
Further testing phases may be considered in Franc
and Spain to refine the ignoring mobile optimization of the platform, which will also be open to all other European operators,” the press release further states. In any case, the platform, which does not yet have a name, requires explicit consumer consent (opt-in) for its use. “The only data shared is a pseudo-anonymized and non-reversible digital token,” it further assures.
The global digital advertising market is dominated
by American companies Google and Meta. Which have been the subject of numerous disputes in Europe. Notably due to the tw list and even uncontrolled use of users’ personal data. As well as anti-competitive practices. In March 2022, the European Union agreed on new legislation. The Digital Markets Regulation, to put an end to abuses of dominant positions by digital giants. At the end of January, the US Department of Justice filed a complaint. Against Google for its “monopoly” in the online advertising market, according to a court document, while the internet search giant is already facing other lawsuits related to competition law.