European telcos are moving ahead with a plan to create a joint venture to offer opt-in ‘personalized’ ad targeting of regional mobile network users following trials last year in Germany. Although it remains to be seen whether European Union regulators will sign off on their plan. In a filing submitted to the European Commission’s competition division (spotted earlier by Politico), Germany’s Deutsche Telekom, France’s Orange, Spain’s Telefonica and the UK’s Vodafone set out the proposed concentration to create a jointly controlled and equally owned joint venture — to offer “a privacy-led, digital identification solution to support the digital marketing and advertising activities of brands and publishers”, as they describe the proposed ‘first party’ data ad-targeting infrastructure.
Link: European carriers file to create joint venture for opt-in ad targeting of mobile users
via techcrunch.com
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