The MadTech Sketch: The (Addressabilty) Revolution Could Be Tokenised
by Ciaran O'Kane on 17th Feb 2023 in News
![The MadTech Sketch: The (Addressabilty) Revolution Could Be Tokenised MadTech Sketch logo](https://cdn.exchangewire.com/wp-content/uploads/2022/07/madtechsketch-ew-620x350.png)
In our latest MadTech Sketch, Ciarán O’Kane imagines how TrustPID might work and the inevitable problems it will face.
Many have tried; most have failed. Telcos have an exceptionally bad track record in ad tech. From AT&T to Singtel to Verizon, the litany of failed business models keeps stacking up.
This week’s announcement of a new joint venture between four of the biggest telcos in Europe is an interesting development. TrustPid is an attempt at offering the industry a “privacy-first” id solution.
Telcos seem to be taking a calculated risk to open up a new revenue stream around behavioural targeting.
Can a persistent first-party signal be enough of a draw for buyers? Clearly, TrustPid is confident that it will be a big USP.
So, let's take a look at the potential opportunities and challenges faced by TrustPid. Arguably, the biggest will be the execution piece. Can TrustPid make this work? Time will tell.
![](https://cdn.exchangewire.com/wp-content/uploads/2023/02/2023-02-16-Madtech-Sketch-Feb23-The-Addressability-Revolution-Could-Be-Tokenised-V01@2x-1024x535.jpg)
What do you think of this solution? What are the issues for TrustPid? Let us know on Twitter or LinkedIn.
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