The large European telecommunications companies do not want their role in the digital business to be reduced to being providers of Internet infrastructure. For years they have been looking for a way to compete with the big technology companies within the networks themselves, where the margins are higher. Its latest initiative in this regard targets Google and Facebook directly: TrustPid, a digital advertising company founded by Vodafone, Telefónica, Orange and Deutsche Telekom, aspires to compete with the search engine as an intermediary between users’ personal data and advertisers who they want to reach them with targeted advertising.
