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.