On Friday 10 February, the European Commission unconditionally approved the creation of a joint undertaking by Deutsche Telekom AG, Orange SA, Telefónica S.A. and Vodafone Group plc. The Commission concluded that the transaction would not raise competition concerns within the European Economic Area (EEA).
The joint undertaking will offer a platform to support brands and publishers’ digital marketing and advertising activities in France, Germany, Italy, Spain and the UK. Subject to the user’s consent, the joint undertaking will generate a unique digital code derived from the user’s mobile or fixed network subscription. This code will allow brands and publishers to recognise users on their websites or applications on a pseudonymous basis, group them under different categories, and tailor their content to specific user groups.
The Commission found that the transaction, as notified, would not significantly restrict competition in the French, German, Italian and Spanish markets for the provision of digital identification services for targeted advertising and/or site optimisation, the provision of mobile telecommunications services, the retail provision of fixed Internet access services, the retail provision of audiovisual services and the provision of online advertising space.
More information: https://aeur.eu/f/5au (Original version in French by Lionel Changeur)