Utiq, a European AdTech company providing a Telco-powered infrastructure that leverages authentic, user-consented signals, says it has successfully integrated its technology with Adobe's Real-Time Customer Data Platform (CDP). The company says this integration was validated through a data-only campaign in collaboration with iq digital and GroupM, delivering results for an automotive client.
Adobe’s Real-Time CDP enables brands to unify customer data, discover new audience segments, and deliver personalised experiences without third-party cookies. By integrating with Utiq, the company says brands gain enhanced audience recognition and segmentation in a privacy-compliant way. This synergy strengthens targeting and relevant messaging, allowing businesses to maximize engagement while maintaining full control over their customer data, added Utiq.
To evidence this combined capability, the company says iq digital and GroupM ran a campaign that marked the first utilisation of Utiq's user-consented signals and Authentic Audiences within Adobe's Real-Time CDP, enabling precise cross-publisher and cross-browser targeting. This strategic partnership allowed advertisers to recover significant deterministic reach, particularly in non-Chrome environments where traditional cookie-based methods are less effective, Utiq continued.
Utiq outlined the key outcomes as follows:
- Deterministic Reach: Over 90% of impressions in non-Chrome browsers were delivered using Utiq's ID, resulting in a 290% uplift and a substantial increase in net reach.
- Frequency Control: The integration facilitated stable frequency management, with Utiq users in non-Chrome browsers experiencing an average of 3.29 ad touchpoints.
- Re-identification Rates: Utiq claims it achieved up to a 61% better re-identification rate compared to cookie-based targeting methods.
Svenja Onasch, head of data management at iq digital, highlighted the significance of this collaboration: "The combination of privacy-first, innovative technology and constantly growing reach makes Utiq the ideal partner in our eyes to give advertisers and agencies like GroupM more opportunities to enter into a constant dialog with target groups."
Jens Depenau, expert partner data strategy at GroupM, also emphasized the campaign's success: "The cross-publisher Utiq data-only test based on data signals from the iq digital portfolio was a complete success from GroupM's point of view. With the help of our cookieless targeting evaluation metric PREPITS, we were able to record positive results across all seven dimensions."
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