Telefónica and Orange already seem to have an alternative to third-party cookies that, let us remember, will be eliminated in the different browsers over the next few months in order to prevent websites from tracking their visitors to show ads and other related content based on their searches. As revealed by the portal Bandaancha.euboth companies have activated TrustPida token as a “supercookie” that allows users to be tracked when they browse the internet and thus be able to show related advertising to continue obtaining income thanks to the ads.
TrustPid, developed by Vodafone, seems to be an ace up the sleeve mainly to the prohibition of third-party cookies in browsers. Also to the restrictions of companies like Apple, which for some time has allowed the user to choose if they want an app or platform to track them in order to show related advertising. And it is that the new privacy measures that the big technology companies are including, although they considerably benefit the user, affect, above all, those companies in which the business is based, for the most part, on advertising.
Vodafone specifically describes TrustPid as “a unique and secure digital ‘token’ that is generated by assigning random numbers”. The latter means that the operators that use it, as is the case with Movistar and Orange in Spain, cannot identify the client. In turn, as described by the British operator, “it enables advertisers and publishers the ability to personalize” the user experience when they visit their websites. That is, it allows the user to be tracked so that advertisers can show related advertising. This translates into a higher probability of earning income through ads.
TrustPid is a technology solution that allows consumers to enjoy free content and the benefits of an open Internet, while maintaining control over privacy.
Movistar (Telefónica) and Orange begin to activate TrustPid in Spain
Bandaancha.euwhich has reviewed the source code of the service developed by Vodafone, ensures that both Movistar and Orange are already enabling the service in Spain. At the moment, yes, in the testing phase, something that does not guarantee that it is fully operational. Therefore, it is likely that the customers of both operators are not yet being tracked. In any case, and according to indicates the official website of TrustPid, users will receive a notice with the activation of the service.
The clients can object to the use of TrustPid. And, therefore, to the operators collecting their data to show advertising related to the content they visit on the different websites. The token portal has an option called “Manage your consent” that checks if the tool is already working on your device. It also allows, if necessary, to disable tracking.