Deutsche Telekom, Orange, Telefonica, and Vodafone to form a new Ad tech joint venture: Creating a Winning Combination in 2023

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The four companies will take equal 25% stakes in a recently formed joint venture holding company

Deutsche Telekom AG, Orange SA, Telefonica SA, and Vodafone Group Plc are to form a joint venture for the implementation of a privacy-by-design digital marketing technology platform that could benefit advertisers, consumers, and publishers alike in Europe.

The creation of this new entity has been approved by the European Commission, pursuant to the European Union Merger Regulation.

The four companies will take equal 25% stakes in a recently formed joint venture holding company, managed by independent management under the management of a shareholder-appointed supervisory board, to be based in Belgium.

The joint venture is the result of a project launched by Vodafone and managed by the four operators to develop a hi-tech solution for digital advertising in Europe. The platform has been designed from the onset to be compliant with European data protection policy such as GDPR and the ePrivacy directive. The partners have already commenced a trial in Germany. Further trials are being considered in Spain and France to further develop the platform and it is intended to make it accessible to any operator within Europe.

The trial platform involves 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 can accept or deny consent with a single click, as well as revoke any other consent given either on the publisher’s or brand’s website or using a dedicated, easily accessible privacy portal.

The platform is specifically designed to offer consumers a step forward to change in the control, transparency, and protection of their data, which is currently collected, distributed, and stored at scale by key, non-European companies.

Last year, the trial run by Vodafone successfully tested the platform on Vodafone’s and Deutsche Telekom’s networks in Germany, collectively with advertisers and online publishers. This enabled the four operators to evaluate the platform’s ease of use in offering consumers greater control and transparency over how brands communicate with them. Additionally, the initiative has analyzed how consumers’ privacy-protected, and their personal data is used in the online advertising ecosystem while advocating the principles of free internet.

About Deutsche Telekom AG

Deutsche Telekom is one of the world’s leading integrated telecommunications businesses with around 248 million mobile customers, 22 million broadband connections, and 26 million fixed networks.

Deutsche Telekom offers products and services in fixed network/broadband, Internet, and Internet TV and mobile communications for private customers and information and communication technology solutions for business and corporate customers. Deutsche Telekom is denoted in more than 50 countries.

About Orange SA

As a trusted partner, Orange offers the whole world the keys to a responsible digital world. The company offers a variety of fulfilling careers and professions within an innovative and dynamic working environment.

About Telefonica

Telefonica is a multinational telecommunications company. Telefonica is the outcome of more than 95 years of anticipation and transformation. Telefonica’s strategy depends on two axes: the company’s corporate mission and our responsible business principles, including Telefonica’s key beliefs and responsible policies towards key stakeholders and societies at large.

About Vodafone

Vodafone is a leading technology communications company in Europe and Africa, preserving society connected and building a digital future. With a commitment to society, customers, and governments to connect rural communities, enable access to healthcare, education, and financial services, and support businesses. With these actions, also contributes to the success of the United Nations Sustainable Development Goals (UNSDGs).