10/01/2023 (Agence Europe) – The four major telecommunications companies, Deutsche Telekom, Orange, Telefónica and Vodafone, officially informed the European Commission on Friday 6 January of the creation of a joint undertaking to develop a technology platform for digital advertising. This company will generate a secure, pseudonymised token linked to a user’s IP address. This token, which will then be sold for marketing purposes, will allow the brand or publisher concerned to recognise a user without revealing directly identifiable personal data. This, say the four companies, “will enable them to optimise the delivery of online display advertising and perform site/app optimisation”. On the other hand, users will have access to “a user-friendly privacy portal. They will be able to review which brands and publishers they have given consent to and to withdraw it”, they add. See the document: https://aeur.eu/f/4u4 (TM)