Press release (Orange) : DEUTSCHE TELEKOM, ORANGE, TELEFÓNICA AND VODAFONE TO FORM AD TECH JOINT VENTURE
10 Febrero 2023 - 11:10AM
Press release (Orange) : DEUTSCHE TELEKOM, ORANGE, TELEFÓNICA AND
VODAFONE TO FORM AD TECH JOINT VENTURE
PRESS RELEASE
10 February,
2023
DEUTSCHE TELEKOM, ORANGE, TELEFÓNICA AND VODAFONE TO
FORM AD TECH JOINT VENTURE
Deutsche Telekom AG, Orange SA, Telefónica SA and Vodafone Group
Plc are to form a joint venture for the implementation of a
privacy-by-design digital marketing technology platform in Europe
that could benefit consumers, advertisers and publishers alike.
The creation of this new entity has been approved today by the
European Commission, pursuant to the European Union Merger
Regulation.
The four companies will take equal 25% stakes in a newly-formed
joint venture holding company, to be based in Belgium and run by
independent management under the oversight of a
shareholder-appointed supervisory board.
The joint venture is the outcome of a project launched by
Vodafone and run by the four operators to develop a technological
solution for digital advertising in Europe. The platform has been
designed from the outset to be compliant with European data
protection policy such as GDPR and the ePrivacy directive. The
partners have already initiated a trial in Germany. Other trials
are being considered in France and Spain to further develop the
platform and it is intended to make it available to any operator
within Europe.
The trial platform requires affirmative opt-in consent by the
consumer to activate communications from brands via publishers. The
only data that is shared is a pseudo-anonymous digital token that
cannot be reverse-engineered. Consumers are free to opt in or deny
consent with a single click, as well as revoke any other consents
given either on the brand’s or publisher’s website, or via a
dedicated, easily accessible privacy portal.
The platform is specifically designed to offer consumers a step
change in the control, transparency and protection of their data,
which is currently collected, distributed and stored at scale by
major, non-European players.
The trial run by Vodafone last year successfully tested the
platform on Vodafone’s and Deutsche Telekom’s networks in Germany,
together with online publishers and advertisers. This enabled the
four operators to evaluate the platform’s ease-of-use in providing
consumers with greater control and transparency over how brands
communicate with them. Furthermore, the initiative has examined how
consumers’ personal data is used and their privacy protected in the
online advertising ecosystem, while upholding the principles of a
free Internet.
The joint venture will outline its vision and strategy in due
course, including its plans for adopting the trial technology
commercially.
-ENDS-
For further information, please contact:
DEUTSCHE TELEKOM AGCorporate CommunicationsE-Mail:
medien@telekom.deTel: +49 228 181-49494About Deutsche Telekom AG -
www.telekom.com
ORANGE S.A.Media RelationsTom WrightE-Mail:
tom.wright@orange.com,Tel: +33 6 78 91 35 11About Orange S.A. –
www.orange.com
TELEFÓNICA S.A.Corporate CommunicationsE-Mail:
prensatelefonica@telefonica.comAbout Telefónica S.A. -
www.telefonica.com
VODAFONE GROUP PLCCorporate CommunicationsE-Mail:
Group.Media@vodafone.comAbout Vodafone Group – www.vodafone.com
- PR_AdTech_JV_EC_approval_EN_100223
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