Overview
Utiq is a European AdTech company that delivers a Telco-powered Authentic Consent Service, giving consumers control over their privacy while enabling brands and publishers to address consented audiences through a first-party identifier. The service provides accessible, addressable first-party audiences at scale without compromising consent or privacy rights, operating without third-party cookies.
In the news
- Apple can decide what its browser allows. But should it decide what users are allowed to choose? A thought-provoking new article in ADZINE - MARKETING. TECH. MEDIA. explores how Apple's latest WebKit restrictions are pushing identity infrastructure further towards server-side architectures. With network access to certain identity resolution domains now blocked in Safari, providers are adapting. Some are moving identity functions onto publishers' infrastructure, while server-side frameworks are attracting renewed attention. It's an
- Is advertising finally choosing quality over quantity? For years, digital advertising has been obsessed with scale. More impressions. More reach. More data. But is more always better? In the latest edition of The Signal, we explore why the industry may be approaching a turning point, and what it means for advertisers, publishers and the future of the Open Internet. Inside this issue: 🔹Identity has outgrown the media plan. Mike Piperakis explores why identity is becoming fundamental to how advertising works, well beyond audience
- Better audience intelligence. More reliable activation. A stronger Open Web. We're delighted to announce our partnership with OS Data Solutions (OSDS), bringing together two complementary capabilities to strengthen audience quality and addressability across the Open Web. OS Data Solutions is one of Germany's leading data providers for digital marketing. Founded in June 2019, OS Data Solutions combines Ströer SE & Co. KGaA's digital reach and first-party data with high-quality data from relevant partners, including the PAYBACK
- What Will an Advertising Agent Be Allowed to Believe? In the second part of his perspective essay, Arian S., Director, Operations & Innovation at Utiq, examines what happens when agentic advertising encounters one of the industry's most persistent challenges: measuring audiences consistently across publishers and environments. An AI agent can optimise a media plan in seconds. But what if the numbers it's optimising aren't comparable? Imagine three publishers offering an advertiser access to ten million, eight million and six
- What Will an Advertising Agent Be Allowed to Believe? AI agents are learning how to buy advertising. But who decides what they should believe? As agentic advertising gathers momentum, much of the industry's attention is understandably focused on automation. Faster workflows. More intelligent buying. Less friction between advertisers, platforms and publishers. But there's a question lurking beneath all that progress. How does an AI agent know which information it can trust? In the first of a two-part perspective, Arian S.,
- The Open Web has moved beyond proving that deterministic identity works. Now it needs to make it business as usual. That was one of the strongest messages to emerge from the Online Ad Summit 2026, as captured by Klaus Janke in HORIZONT. Just twelve months after the industry's renewed commitment to deterministic identity, the progress has been considerable. Through the OVK routing system, publishers can now offer advertisers access to approximately 32 million deduplicated profiles per month, supported by identity infrastructure
- The strongest endorsement of new advertising technology isn't another successful test. It's the decision to keep using it. That's why this interview with Florian Bluhm, OWM board member and Business Lead for CEWE Deutschland, in HORIZONT is particularly encouraging. Having tested Utiq through the OVK routing system, CEWE intends to continue investing in ID-based inventory and incorporating it into its media strategy. As Florian explains: “We will continue to book ID-based inventory and include it in our media strategy.” It's an
- What if finding more customers didn't mean compromising on the quality of the audience? That was the challenge facing Iberdrola in a competitive Spanish energy market where traditional performance channels were becoming saturated. The ambition was to find people who looked like Iberdrola's existing high-intent website visitors, expand reach across the programmatic ecosystem and, crucially, maintain conversion efficiency while doing it. Together, Iberdrola, Making Science, Adform and Utiq put Authentic Lookalikes to work. Utiq
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