Utiq Brings Deterministic Telco-Powered Authentic Audiences to Onetag’s Smart Curation platform

Utiq, the European adtech company with a fully consented, privacy-compliant, telco-powered first-party identifier, today confirms their partnership and technical integration with Onetag, the next generation ad exchange built for buy-side curation. 

This collaboration means that Onetag customers in key European markets can activate Utiq’s Authentic Audiences, enabling scalable, privacy-compliant advertising. By leveraging Utiq’s telco-powered, consent-driven identifiers within the Onetag Smart Curation Platform, brands and agencies can address real people - without the need for third party cookies, fingerprinting or other probabilistic techniques.

This partnership enhances privacy-safe marketing with stable, deterministic reach and advanced frequency capping, improving user experience and advertiser ROI. It also supports publishers' monetisation while enabling media buyers to achieve wider, incremental reach, including cookieless browser environments like Firefox and Safari. 

The integration will support frequency capping within Utiq’s Authentic Audiences deals, ensuring balanced exposure, improved user experience, and optimized ad performance. Additionally, Onetag will also enable the onboarding of advertiser and publisher data to support retargeting and audience exclusion capabilities, helping to enhance campaign precision.

"Our partnership with Utiq shows Onetag's clear commitment to improving privacy-first advertising. By integrating Utiq's innovative first-party identifier and Authentic Audiences solution within our Smart Curation platform, we enable advertisers to achieve scalable, deterministic cookieless targeting, without compromising user privacy”, said Filippo Gramigna, co-CEO at Onetag. "In a competitive and evolving ecosystem, this partnership ensures our clients can deliver personalised, high impact campaigns with full transparency and user consent at the core."

Will Harmer, Utiq’s chief product officer also commented, “Bringing together Utiq's Authentic Audiences and Onetag's Smart Curation platform is a game-changer for advertisers. This partnership unlocks the full potential of privacy-safe advertising on the open internet, enabling brands to increase reach, control frequency, and improve overall marketing performance.”

Utiq’s Authentic Audience segments are unique within the digital advertising ecosystem, creating scaled, deterministic, secure and encrypted addressability with real people.  Its Authentic Consent Service connects Utiq’s Telco partners, publishers and brands via a real-time, end-to-end secure consent signal match – its first-party data identifier – to create Authentic Audiences that have unambiguously and freely provided consent for marketing purposes.

Utiq launched in mid-2023 offering a unique, purpose-driven service to the market, solving the consent, privacy and addressability issues of an increasingly fragmented and disconnected internet. In only 18 months, Utiq has achieved scaled, operational availability in Germany, Austria, France and Spain, with UK and Italy to follow shortly, and is already enabling deterministic, responsible advertising to millions of consented, human audiences.