Utiq, a European adtech company with a telco-powered first-party identifier, has announced its partnership with All Eyes On Screens (AEOS), a data provider and solution specialist for real-time measurement and AI-based planning and optimization of video advertising,
Together, the two companies say they aim to provide the advertising market with new, digitally enriched TV audience insights in real time, enhancing transparency and efficiency in cross-device campaigns.
The collaboration – that Utiq says is representative of its ambition to empower brands and publishers to accurately address and measure consented audiences across all devices, while embracing privacy standards - leverages the strengths of both partners in technology and data analysis.
Utiq says it is planning to expand its Network Signal coverage into home internet connections (fixed line) in Germany, as it has done in France and Spain, enabling the necessary infrastructure for privacy-compliant, cross-device addressability of fully consented Authentic Audiences without performing any data enrichment.
This encompasses digital devices like smartphones, tablets, desktops, and eventually big-screen (TV) environments, added Utiq. With its privacy-by-design solution, Utiq says advertisers can ensure consistent audience engagement across all screens, minimising campaign wastage.
AEOS will harness its AI-based technology and a spectrum of audience data and real-time insights based on usage data from over one million TV households in Germany, provided by AEOS's partner Vodafone. This information enables precise audience addressability and optimisation of video campaigns across traditional TV environments and other data-driven media, including Digital Out of Home (DOOH). Utilising 100 million daily data points, AEOS offers granular, geolocatable audience targeting down to the postal code level.
The joint platform of the two partners, called "Authentic Audience Bridge," offers a privacy-compliant and open solution that further improves cross-media campaign planning, measurement, and optimization. Advertisers benefit from scalable, precise, and deterministic audience targeting across all media integrated by Utiq. This allows campaigns to be more effectively distributed across devices, making video advertising even more impactful, added Utiq.
Norman Wagner, managing director of Utiq Germany, commented: "We are thrilled about expanding Utiq into the fixed-line environment, making us relevant for campaigns and audiences on the big screen. Combining this integration from the start with AEOS's data and AI expertise is ideal for us and opens up new possibilities for even more precise and efficient campaign management. This concept has the potential to revolutionize digital advertising by enabling a more accurate and privacy-oriented connection between various devices."
Ralf Hammerath, CGO of AEOS, added: "Video advertising is becoming increasingly convergent with advancing digitization. However, fragmented media consumption poses challenges to precise and consistent audience targeting. Our partnership with Utiq addresses this issue by enabling cross-device and cross-media audience formation. This elevates the planning, measurement, and optimization of video campaigns to a new level, enhancing their effectiveness and efficiency."
Manuel Küppers, senior digital project manager at Vodafone, remarked: "We are proud to partner with the innovative technologies of Utiq and AEOS. This collaboration underscores our commitment to developing groundbreaking and independent solutions accessible to all market participants. By joining forces, we will actively shape the future of technology and set new industry benchmarks."
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