LinkedIn·Tuesday, 11 August 2026·15d ago

On paper, everybody in digital advertising is responsible for something. So why does nobody seem responsible for the whole outcome? In her…

Utiq

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On paper, everybody in digital advertising is responsible for something. So why does nobody seem responsible for the whole outcome? In her new article, Jana Moran, Managing Director, DACH at Utiq, looks at the gap between individual obligations and the experience the advertising system actually produces. As Jana writes: “Each decision may be defensible. Put together, they can create a system nobody would have designed deliberately.” Regulation has moved the industry forward. It has made consent and data use impossible to ignore. But compliance is only a starting point. Responsible marketing asks harder questions. Where did an audience signal come from? What did the person actually agree to? Can an advertiser understand the result it has been given? And does the system still seem reasonable when we explain it without legal language or technical shorthand? These questions are becoming more urgent as AI takes on a greater role in media planning and activation. Automation can move quickly, but it cannot repair weak evidence or make opaque signals trustworthy. At Utiq, we believe responsibility has to be visible in the infrastructure itself. Our telco-powered approach uses authentic, user-consented signals to support addressability and measurement across the premium open internet. It gives people direct control and helps advertisers make decisions based on more dependable signals. Because, as Jana concludes: “Digital advertising already knows how to find people. The question we have avoided is what should govern the way we do it.” Read the full article from Jana via the link below: https://lnkd.in/ejYfw6U2 Marc Bresseel Will Harmer Julia Gloning Jana Moran Laurent Norridge Pascale Arguinarena Michail Piperakis Beatrice Lhopitallier Max Baum Catherine Murray Gunter Everink Kostas Chrysovitsiotis Arian S.