The year has just begun and we are already facing one of the most drastic changes that will take place in a long time. Movistar, Vodafone, Orange and the German Deutsche Telekom have asked the European Union to authorize a change that will allow a joint venture to be formed to give rise to TrustPid.
TrustPid may not sound like anything and normal to you, but it is Vodafone’s proposal within the framework of browsing cookies and it comes to change the rules of the game. In Spain it has been tested since last summeralthough its general operation has not yet been fully disclosed.
Behind this request by the operators is the want to change how the navigation data is collected. And, it is that, until now, cookies were used for this, but its end is getting closer and the future is TrustPid or, at least, that is how these four communications operators think.
How does TrustPid work? From what has been seen so far, its operation is based on the use of tokens. These elements will be individual and will allow an identity to be given to a user only. Come on, the information of the users would be stored in such a way that it would not be difficult to find out the identity of the people.
The supercookie that wants to roam Europe will be called TrustPid
The purpose behind this supercookie is still unknown, although it can be guessed. And, it is that, having the information of a user in this way can be a gold mine for advertisers. Yes, there has been talk that, in principle, lThe data collected would not pass into the hands of advertising companies.
But It is impossible for this not to end up happening And, it is that, both Google and Facebook are the two big companies behind the ads that are on the network. What makes that in case this was implemented it would be quite feasible that TrustPid ended up working, in a way, for the big tech companies.
The worst of all this and as BandaAncha indicates is the fact that it could not be blocked. TrustPid cannot be blocked by an ad blocker or by using an IP address mask as its operation is implemented at the service provider level. We will have to wait to see how this situation evolves in Europe and, above all, if it ends up being applied.
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