Utiq announces Austria launch

Utiq, a European AdTech company with a telco-powered first-party identifier that harnesses Authentic Consent to enable responsible digital marketing, has officially entered the Austrian market in collaboration with A1, an Austrian telecommunications provider.

Utiq says this partnership brings its Authentic Consent Service to A1’s user base, facilitating more relevant 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, added the company.

Marc Bresseel, CEO of Utiq, commented on the expansion into Austria by saying: “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.”

Marco Harfmann, A1 director of marketing communications, on the collaboration with Utiq: "Through the cooperation with Utiq, we are bringing an exciting and above all practical and secure successor technology to 3rd party cookies to the market. In combination with our large customer base, this opens up exciting solution approaches for the digital advertising industry."

First-party identifier vs. 3rd party cookies

Secure and encrypted addressability is crucial for targeted online advertising. Utiq says previous solutions like cookies are ineffective, inaccurate and also face increasing restrictions, with alternative, innovative solutions using telecommunications services now being accepted as the privacy-first, deterministic alternative.

Telco-powered identifiers are replacing 3rd party cookie solutions to address users on brand and publisher websites, added Utiq. Only when the user gives their consent will they receive personalised online advertising or website optimisations based on this dedicated technology, through pseudonymized IP addresses, Utiq continued.

Utiq, which is backed by the telecommunications providers Deutsche Telekom AG, Orange SA, Telefónica S.A., and Vodafone Group plc, arrives in Austria with a mission to help foster a trusted and responsible ad-funded open internet.

The partnership connects A1 with Utiq's publishers and brand partners 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 says this alliance marks a significant step in its European expansion and strengthens both companies' market positions, combining Utiq's cutting-edge technology with A1 established leadership in Austrian telecommunications.