Utiq integrates telco-powered authentic audiences with Onetag Platform

In a major step toward enhancing privacy-compliant advertising, European AdTech company Utiq has announced its partnership and technical integration with Onetag, a next-generation ad exchange focused on buy-side curation. This collaboration will empower advertisers to leverage Utiq’s telco-powered, fully consented first-party identifier, ensuring scalable and privacy-safe audience targeting across key European markets.

By integrating Utiq’s Authentic Audiences solution into the Onetag Smart Curation Platform, brands and agencies can engage with real people without relying on third-party cookies, fingerprinting, or other probabilistic methods. This development comes as the advertising industry continues to adapt to the demise of cookies, making privacy-first solutions more crucial than ever.

The partnership brings a new level of precision and reliability to digital advertising. Advertisers can now achieve deterministic, cookieless targeting while maintaining compliance with strict privacy regulations. Additionally, this integration enhances user experience by enabling advanced frequency capping, which ensures that users are not overwhelmed with excessive ad exposure.

The collaboration supports monetization efforts by offering a secure, scalable solution that allows them to reach new audiences, including those using cookieless browsers. With Utiq’s consent-driven identifiers, media buyers can expand their reach in an environment that prioritizes user privacy and transparency.

Beyond audience targeting, the partnership also strengthens campaign optimization. Onetag’s platform will support advertiser and publisher data onboarding, enabling advanced capabilities such as retargeting and audience exclusion to refine campaign performance. This means brands can not only reach the right audiences but also control ad frequency and improve conversion rates.

Onetag’s co-CEO, Filippo Gramigna, underscored the company’s commitment to privacy-first advertising, highlighting how integrating Utiq’s Authentic Audiences into its platform enables advertisers to deliver high-impact campaigns with full transparency and user consent. The partnership represents a significant advancement for digital marketing in a rapidly evolving ecosystem.

Utiq’s Chief Product Officer, Will Harmer, also emphasized the transformative nature of this collaboration, noting that it unlocks the full potential of privacy-safe advertising by expanding reach, improving ad performance, and maintaining strict privacy standards.

Since its launch in mid-2023, Utiq has rapidly expanded its reach, achieving operational availability in Germany, Austria, France, and Spain, with the UK and Italy set to follow soon. In just 18 months, the company has successfully facilitated responsible advertising to millions of consented, human audiences, proving its effectiveness in a fragmented digital landscape.

Utiq’s mission is to empower brands and publishers by enabling first-party audience targeting at scale while adhering to the industry’s strictest privacy standards. Through its secure, encrypted consent solutions, the company is fostering an ecosystem built on trust and transparency.

Backed by Deutsche Telekom AG, Orange SA, Telefónica S.A., and Vodafone Group plc, Utiq is setting new benchmarks for privacy-first digital marketing. Meanwhile, Onetag’s Smart Curation Platform continues to enhance media quality, efficiency, and performance by delivering high-attention impressions from over 2,000 directly integrated publishers—all without cookies.

As the industry moves away from third-party tracking, partnerships like this will be instrumental in shaping a privacy-compliant, user-centric advertising landscape, ensuring brands can engage audiences effectively while respecting their data privacy.