Onetag Partners with Utiq to Bring Deterministic Telco-Powered Authentic Audiences to its Smart Curation Platform
by on 17th Feb 2025 in News
Onetag, the next-generation ad exchange built for buy-side curation, confirms its partnership and technical integration with Utiq, the European ad tech company with a fully consented, privacy-compliant, telco-powered first-party identifier.
The collaboration allows Onetag customers in key European markets to 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 such as Firefox and Safari.
The integration will support frequency capping within Utiq’s Authentic Audiences deals, ensuring balanced exposure, improved user experience, and optimised 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,” says Filippo Gramigna, co-CEO at Onetag. “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. 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.”
Onetag Smart Curation leverages proprietary machine learning models to analyse dynamic signals in order to curate inventory at the placement level, ensuring advertisers reach high-quality, high-attention audiences.
This AI-powered approach incorporates ID and ID-less, semantic, on-device cohort, sustainability, and publisher data signals to make unaddressable inventory addressable at scale in a privacy-first way that does not rely on cookies. Onetag works with industry-leading data and measurement partners to guarantee scale, precision, and performance, delivering high-performance programmatic solutions for top-tier brands and agencies worldwide.
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