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.

What do you think of this solution? What are the issues for TrustPid? Let us know on Twitter or LinkedIn.