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Targeted advertising: telecoms launch their adtech to counter Gafa

2023-06-08T15:43:18.567Z

Highlights: 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.


In Europe, players are offering a new advertising technology to compensate for the disappearance of third-party cookies.


Rush into the breach before the arrival of competitors. In the coming weeks, European telecoms operators hope to play their charm to sell their new advertising technology service to publishers of sites and mobile applications across the continent. Orange, Vodafone, Telefonica and Deutsche Telekom have joined forces to create their adtech, and offer a solution that compensates for the disappearance of third-party cookies in 2024. These small tracers, which make it possible to observe the online journey of Internet users, facilitated the dissemination of targeted advertising. After Germany, their joint venture Utiq entered the French market this week.

"With our solution, control will finally return to the hands of the user," says Utiq CEO Marc Bresseel, formerly of Microsoft. 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...

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Source: lefigaro

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