Deutsche Telekom, a telecommunications company, Orange, a telecommunications company, Telefónica, a telecommunications company, and Vodafone, a telecommunications company, formed a joint venture. Financial terms were not disclosed. "The trial platform requires affirmative opt-in consent by the consumer to activate communications from brands via publishers. The only data that is shared is a pseudo-anonymous digital token that cannot be reverse-engineered. Consumers are free to opt in or deny consent with a single click, as well as revoke any other consents given either on the brand’s or publisher’s website, or via a dedicated, easily accessible privacy portal," Telefónica.