Index Exchange and Utiq partner

Utiq, a European AdTech company with a Telco-powered first party identifier, has announced the integration of its Authentic Audiences solution with Index Exchange (Index), one of the world’s largest independent supply-side platforms (SSPs).

Index now supports the passthrough of Utiq’s first party identifier – its adtechpass - to allow media buyers and owners to address consented audiences while adhering to global privacy standards, added the company.

Utiq says, designed specifically for cookieless environments, its Authentic Audiences solution enables increased and incremental addressability to first-party audiences at scale across the open web, without compromising consent or privacy rights. Through Index’s platform and while leveraging Utiq’s adtechpass, media buyers can reach more consumers in high quality environments, with the ability to control and deliver accurate frequency of advertising exposure.

Authentic Audience segments within the digital advertising ecosystem, enable scaled, deterministic, secure and encrypted addressability, added the company. Utiq says its Authentic Consent Service connects its Telco partners, publishers, and brands via a real-time, end-to-end secure consent signal match – its first party data identifier – to create Authentic Audiences that have unambiguously and freely provided consent for marketing purposes.

Utiq’s adtechpass is available via Index Exchange in France, Germany, and Spain immediately, and will expand into additional European markets later this year.

Commenting on the integration, Cadi Jones, SVP Europe at Index Exchange, stated: “Index Exchange is committed to working with both media owners and buyers to prepare them for the next era of addressable advertising. We work with a number of market leading partners to ensure data is managed in the most responsible way and we look forward to the opportunities our partnership with Utiq will unlock for our customers.”

Will Harmer, chief product officer at Utiq, further commented: “This partnership represents a transformation in addressable advertising, enabling the industry to move away from third party cookies and hybrid ID’s, towards the use of data minimized, deterministic, Telco-powered identifiers that safeguard user consent and privacy, whilst maximising and managing true reach and frequency control in targeting real people at scale.”