Four major tech giants, Movistar, Orange, Vodafone, and Deutsche Telekom have merged to become part of one large digital advertising company called Utiq.
This company, as reported by the media like Expansion, will replace what was previously known as TrustPid, which collects data from users to offer them personalized advertising. Utiq is 25% owned by each of the technology partners and seeks to replace them cake from TrustPid for a token that identify users on mobile networks and thereby offer personalized advertising, not without consideration for privacy.
The company has launched in Germany and France and next week it will be available in Spain. Furthermore, it will also be conducted in England and Italy. Mónica Rodríguez, general director of Utiq Spain, has pointed to the media as ADSLZone that “the project started 3 years ago and a year and a half ago a test with the selected technology.
The technology used is through a token or an alphanumeric code that the operator manages and when we receive it will not have any personal data or IP address or geolocation. Simply put, the browsing habits from which the personalized ads will be generated will be taken into account. The approval, which will be sent to users of these four carriers in the coming weeks, is valid for 90 days and can be deactivated at any time.
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