European AdTech company Utiq is entering the Austrian market in collaboration with domestic telco A1 Telekom Austria.
This partnership brings Utiq’s consent service to A1’s user base, facilitating digital marketing experiences between brands, publishers and people. The service enhances data privacy, giving consumers control and choice over their consent, whilst offering advertisers the ability to target deterministically and accurately at scale, according to Utiq.
“This is another significant step for Utiq in partnering with A1 Telekom to bring privacy-focused responsible marketing solutions to Austria, aligning with our vision of empowering users while delivering value to brands and publishers through more relevant, ad-funded experiences,” said Marc Bresseel, CEO of Utiq.
Marco Harfmann, A1 Director of Marketing Communications, added: “Through the cooperation with Utiq, we are bringing an exciting and above all practical and secure successor technology to third-party cookies to the market. In combination with our large customer base, this opens up exciting solution approaches for the digital advertising industry.”
Telco-supported identifiers are replacing third-party cookie solutions to address users on brand and publisher websites. Only when the user gives their consent will they receive personalised online advertising or website optimisations based on this technology, through pseudonymised IP addresses.
Utiq, which is backed by Deutsche Telekom, Orange, Telefónica and Vodafone Group, connects A1 with its publishers and brand partners via a real-time, end-to-end secure consent signal match – its first-party data identifier – with audiences that have provided consent for marketing purposes.
