We tell you everything you need to know about TrustPid: the new system approved by the European Union to offer personalized advertising.

TrustPid: what it is, when it arrives and everything you need to know about
Thanks to TrustPid, operators will play an important role in personalized advertising

The sector of online advertising It is one of the top revenue generators for publishers, publications and developers worldwide. There are many advertisers willing to pay to be placed on web pages and applications and be able to knowing the patterns of people visiting websites is crucial so that the displayed advertisements are as accurate as possible and of greater interest to the visitor.

However, the reality is that track previous moves of people visiting a website or app is something that is becoming more and more complicated. In the European Union, consent is required to process these personal data, and it is easy reject cookies and denying permission. In addition, more and more browsers do not allow the use of third-party cookies. TrustPid, a “supercookie” was born from the idea of ​​solving this that will allow users to be tracked to offer personalized advertising.

Everything you need to know about TrustPid and how it will affect your phone

As we mentioned, at a time when it is increasingly difficult for companies to offer personalized advertising to users based on their interestsfour of Europe’s largest telecommunications companies have joined together in the TrustPid project to be able to create a supercookie and use it for tracking.

How do cookies affect advertising? How does TrustPid work?

As we already discussed when explaining what cookies are, the reality is that there are many types of them. Some may, for example, offer certain functionality on a website. Although, others can be used to track users.

Based on this trait, the idea is be able to identify every single user within a website and, in this way, use the information that is already known offer advertisements according to your tastes. Thus, if you are looking for information about a particular service, it will later appear on the advertising banners of the websites and applications you visit.

By offering personalized advertising, users tend to be more interested on it and is therefore more likely to be clicked. When this happens, the advertiser wins by winning over a potential customer, while the team behind the website or app also earns more revenue from the use of the advertising. The end user wins in the sense that the ads, as they will be displayed anyway, are more relevant to himwhile it is true that loses in terms of privacy.

online advertising

Knowing user tastes makes it much easier for advertisers to offer personalized advertising

The problem with all this is that, due to the new european privacy laws, protection of personal data and use of cookies, carrying out this tracking will no longer be so simple. In fact, it already is, because web pages are required to show consent process personal data for advertising purposes.

What is more, more and more browsers support not accepting the use of third-party cookies on web pages, which means offering personalized advertising is going to be increasingly complicated for platforms.

with justice from all these restrictions TrustPid was borna type of large-scale cookie approved by the European Union that operators can put on the lines of its customers so that web pages and personalized advertising systems can identify themwith all that that implies.

What is TrustPid? How does this “supercookie” work?

TrustPid is an initiative that arises from the The consortium among four of the largest European network providers, including Telefónica, Orange, Vodafone or Deutsche Telekom. Their aim, they say, is “support the digital marketing and advertising activities of brands and publishers”and it is a system with which each of the customers who use the mobile network to browse can be identified.

Nowadays, most carriers provide an IP address for each router for private or business customers with an ADSL or fiber optic Internet connection. Using this information, it is possible to identify the same user even if you change your device as long as it is connected to the same network, for example via Wi-Fi or an Ethernet cable.

Although, when browsing using mobile data things change a lot. Customers also have an IP address to be able to browse, but this is not accessible from the outside and, in some cases, it is even shared with other customers. So with many carriers when restarting the phone or turning off the internet connection for a period of time The IP address has changed.

In addition, instead of being from where the user is, as a rule the IPs that apply are usually from the site where the data center is located operator. With all this, the companies in charge of carrying out the analysis of the information in order to be able to display personalized advertising they have more complicated.

TrustPid’s idea is to simplify this problem. When we talk about cookies, we usually think of the concept that they are stored in the browser, but in the case of this “supercookie” this will not be the case. we talked about a unique identifier for each person who is placed at the network level, and even in some cases can be associated with a unique IP address for each client. It will not be possible to deactivate it when accessing each site, as it is implicit in the connection.

Using the TrustPid supercookie, sites enabled for this will be able to know relevant information about the user, as part of their history navigation. With this, the opportunity may be given to display personalized advertising, taking into account that the information provided by TrustPid may become enough to know the tastes and interests person’s.

TrustPid

TrustPid’s “supercookie for telcos” will enable more personalized advertising

In terms of privacy, the truth is that the TrustPid project is a little more complex than it seems. Operators who reach agreements for their use they should inform their users about this, and everyone should be able to opt out of tracking. However, it must also be taken into account that, in order to comply with the provisions of the European Union, TrustPid expiry time will be much shorter than traditional cookies.

Which operators will integrate TrustPid into their mobile networks?

As already mentioned, they are Telefónica, Orange, Vodafone and Deutsche Telekom, the companies currently carrying out the projectalthough TrustPid’s privacy policy states that the current owner of the services is Vodafone Sales and Services Limitedi.e. UK operator Vodafone.

It is therefore expected that brands corresponding to these operators are the first to incorporate the TrustPid “supercookie” within their mobile networks. However, it is not a project closed to collaborations, so other brands will be able to join the initiative later depending on its evolution.

In Spain, currently Movistar and Orange mobile customers were the first to have this “supercookie” activated in the testing phase. At the moment it doesn’t seem to apply to alternative brands like O2, Jazztel or Simyo. Any user can go to the TrustPid website and check whether a custom profile has been created or not for the line you are using.

When will TrustPid hit the market?

Nowadays, TrustPid is in testing phase in some countries. However, the European Union gave its approval on February 10, 2023 for the implementation of the said “supercookie” after an exhaustive review.

This translates into that Telefónica, Orange and Vodafone customers will sooner or later start to see TrustPid installed on their mobile lines, lasting 90 days. It looks like the “supercookie” will start to be used to deliver personalized advertising in countries like France, Germany, Italy, Spain or United Kingdom soon, with the possibility of deactivating the option if the customer requests it. Subsequently, everything points to It will also be integrated into fixed networks.

Can the TrustPid supercookie be disabled?

Taking into account the problems that the “supercookie” TrustPid can present in terms of privacy, it is possible that you propose its deactivation. With that, you can harm the media, publishers and developers by not being able to offer ads according to your interests, but it is also true that you will have a Greater control over your personal data.

However, you must bear in mind that currently not all operators are part of this project, so there’s a chance you haven’t received any kind of identifiers yet. On the other hand, as the information stored, consent is valid for 90 days. After this time, you will have to repeat the process if you want to avoid using your information.

If you want to disable TrustPid on your line you must first disable any VPN services or network intermediaries that can harm your connection. In the future, the TrustPid service will be added to both fixed and mobile lines, but at the moment it is being rolled out to mobile lines only. Therefore, you must disconnect from any Wi-Fi network and enable mobile data.

Done that, access the TrustPid privacy portal via any browser. You will find relevant information about the service and how it works and, by scrolling to the section “Manage your preferences” you can find the button “Manage Preferences” which you can click. After accessing the information, a button will appear to stop tracking in case it is active.

Disable TrustPid

Accessing the web portal trustpid.com You will have the option to disable the TrustPid “supercookie” from your line

Manage your preferences on TrustPid

In case some kind of error message like “Access Failed”, first make sure that you are not using any kind of VPN or ad blocker and that you are directly connected to the mobile network. If you meet the conditions, your operator probably doesn’t participate in TrustPid and therefore no type of identifier was generated.