In Europe, players are offering a new advertising technology to compensate for the disappearance of third-party cookies. Orange, Vodafone, Telefonica and Deutsche Telekom have joined forces to create their adtech.
After Germany, their joint venture Utiq entered the French market this week. In detail, this solution consists in generating "a pseudonymized and secure token", linked to the mobile or fixed network subscription of a user, and subject to the user's consent. It will be available in 2024.