The European Commission will reach a decision on whether four telecommunications companies can create a joint advertising venture to compete with Big Tech companies by 10 February. The commission stated in a filing that the joint venture "will offer a privacy-led, digital identification solution to support the digital marketing and advertising activities of brands and publishers." The commission has the option to approve the venture with or without changes, or conduct a further four-month-long investigation. In March 2022, an article by Raconteur outlined the importance of customer data to European telecommunications providers, who are looking for more ways to monetise the vast amounts of personal data they hold.
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