Utiq, the European AdTech company with a unique telco-powered first-party identifier, is partnering with Customer Data Platform (CDP) mediarithmics to help publishers and advertisers seamlessly reach and measure more first-party audiences at scale, without compromising consent or privacy rights.
Prisma Media – one of France’s leading online media publishing services – confirmed that it has already harnessed the integration of Utiq’s first-party martechpass signals to create custom audience segments within the mediarithmics platform, and custom deals within its choice of SSP.
“Thanks to mediarithmics, we are able to offer all types of cookieless targeting, in particular via the integration of the Utiq martechpass,” explained Bastien Deleau, VP AdTech at Prisma Media. “With more than 1000 data segments available, we are proud to offer effective media activations, without technical complexity for an agency or an advertiser.”
Utiq’s Authentic Consent Service connects the company’s 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. These segments are unique within the digital advertising ecosystem, enabling scaled, deterministic, secure and encrypted addressability.
mediarithmics is a modern CDP, supporting marketing personalisation and audience monetisation in one holistic solution. The company works with enterprise media and retail businesses, helping its clients thrive in a post-cookie world by offering multiple privacy-centric targeting and measurement alternatives, including integration with ID partners.
As per Prisma Media, mediarithmics is already activating Utiq for publishers broadly, helping them share audiences for monetisation and using its existing connections with the rest of the AdTech stack to make it easy for its clients to activate Utiq. The company has also begun delivering campaigns with advertisers and is working with Utiq to explore deeper potential for demand-side use cases.
“We’re excited to partner with Utiq to unlock new privacy-centric advertising solutions for our clients,” said Bastien Faletto, VP Sales EMEA at mediarithmics. “As a CDP deeply invested in future-proofing our clients’ businesses, the scale and accuracy of Utiq’s identifier, built on a foundation of privacy and collaboration, aligns perfectly with our vision of empowering marketers in a cookieless world.”
Will Harmer, Chief Product Officer at Utiq, said the partnership is great news for consumers, publishers and advertisers. “By making our Authentic Audiences available through mediarithmics’ platform, we are opening the door for publishers to monetise their audiences and grow revenues in a privacy-conscious way that puts consumers first, while offering advertisers much more powerful, fully consented targeting opportunities than third-party cookies ever could.
“Respect for consumer privacy and effective marketing do not have to be mutually exclusive, and partnerships like this prove that responsible digital marketing can be delivered easily and to the benefit of all.”
