TrustPid: the operators’ supercookie

15 June, 2022

Cookies have been working for many years now, allowing websites and online applications to store files on our computers to identify our browsing habits. The initial idea was to make browsing more personalized and comfortable for the user. However, it has become a very powerful advertising tool over time.

Blocking of cookies.

Now that browsers are going to block cookies by default, TrustPid has come into play: a technical solution for digital advertising promoted by Vodafone and tested in Germany with the collaboration of Deutsche Telekom, and which has been colloquially called the supercookie.

What is TrustPid?

TrustPid is a digital token assigned to every device and identified IP. Thanks to it, creating a user profile according to your browsing habits and preferences will be possible.

In short, TrustPid has the same function as cookies, but it uses a different technology.

TrustPid: the operators’ supercookie

Pilot tests in Spain.

Telefónica has officially confirmed that Movistar will participate, although they have not started the tests yet. Another operator that is launching tests of this technology is Orange.

Last Monday, the insurance companies Axa and Swiss Life announced to have acquired Lyntia’s dark fibre, the second company in the ranking, for around 2000 million.

Can TrustPid be disabled?

Yes, but its operation, mainly in terms of enabling or disabling, rejecting or accepting, is totally different from cookies. It cannot be rejected from the browser or application. This supercookie is managed through the TrustPid portal and our device. In that portal, you can disable this feature from the ‘Manage your consent section, where you should stop the service.

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