The partnership will integrate Compliant’s advanced, AI-driven auditing and measurement capabilities to provide independent verification of Utiq’s Authentic Consent Service, enabling it to maintain the highest industry privacy standards.

Utiq was founded to enable more responsible digital marketing for people, publishers and brands. The service works across the ecosystem to enable users to give their consent to activate the Utiq service and receive advertising from specific brands and  publisher websites, and to revoke that consent at any time. 

Compliant’s technology helps advertisers measure the compliance of digital ad inventory at the campaign, publisher and impression level, while allowing agencies to curate compliant media from trusted publishers, and enabling publishers to demonstrate compliance to potential buyers as a signal for media quality. It helps brands limit exposure to huge regulatory, financial and reputational risk, and to avoid wasting money on media that jeopardises their own compliance.  

Utiq Chief Product Officer, Will Harmer, said: “Data compliance is an essential aspect of responsible audience development, media buying and selling and trusted partner evaluation. The partnership between Utiq and Compliant will empower, support and inform advertisers and publishers in a new era of privacy, consent, context and identity.

“Compliant will work alongside Utiq to verify that all user data is properly consented, collected and passed through the digital advertising ecosystem. The independent service provided by Compliant’s technology will help Utiq maintain the highest standards of trust, transparency and integrity, in a more automated and scalable way. It will also give people and regulators confidence that best-practice principles are being applied during the consent process.”

Having mapped the compliance of over 90% of the world’s publishers, Compliant brings unique and unparalleled scale, insight and expertise to the partnership.

Complaint CEO and Co-Founder Jamie Barnard added: “In the chaos of cookie deprecation, a new standard is rising from the ashes of uncertainty. Our partnership with Utiq will fulfil the promise of addressability at scale with data compliance at its core. Together, we’re shaping the future of responsible media by prioritising consent and compliance from the outset, ensuring that brands can engage with consented audiences through trusted publishers.”

Utiq and Compliant are champions of the open internet, respectively driving trust through transparency and creating a higher standard for consent and compliance.

Both businesses have a shared commitment to responsible media, helping brands address consented audiences with trusted publishers. While Utiq offers accurate addressability at scale, Compliant provides incremental verification, transparency and accountability. Compliant will support Utiq as it develops its Authentic Consent Service and expands to new advertisers, publishers and markets. 

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Sara Vincent, Utiq managing director, UK, urges the ad-tech industry to seize the opportunity to put consumers back in control of their personal data.

The ad tech industry has spent years accumulating data on consumers – often without their prior knowledge or consent. This data has been used to track them as they head off on their digital journeys, with the aim – sometimes successful, sometimes not – of serving them relevant advertising.

But finally, as Google begins to make good on its plans to start deprecating the cookie in the Chrome browser – to add to a range of privacy and transparency initiatives across the wider industry – we are coming to a point where consumers are being informed about the collection of their personal data, and handed back control of the process. 

Make no mistake, that can only be a good thing. There is no getting away from data privacy. Far better to embrace it, and celebrate the fact that consumers are finally being given the choice to consent – or not consent – to engage with individual companies, including advertisers and publishers.

We need to acknowledge that the only body or entity that should be in control of someone’s personal data is that person themselves, and that they should be free to give or refuse consent for it to be used to serve them targeted advertising. And if they do give consent, they should be free to revoke it at any time, from any and every advertiser and publisher they ever gave it to – all at once or on a case-by-case basis.

Digital sovereignty

At Utiq, we call this concept digital sovereignty, and we define it as the ability of individuals and organisations to control their own data and digital assets, without being dependent on, or influenced by, external parties. 

We believe it is a right that should be respected and protected by all stakeholders in the digital ecosystem, including governments, businesses and users, and that it’s not a nice-to-have, but a necessity that ensures the security, privacy and autonomy of our digital world.

Clearly, we are a long way from achieving digital sovereignty right now – though Google’s gradual, albeit accelerating phase-out of cookies in its Chrome browser has at least had the effect of making the industry hunt for alternative paths forward. 

But we’ve arrived at a watershed moment for advertisers, publishers and consumers. We have an opportunity to commit to a clear value exchange that can secure the future of the open, ad-funded web – and we can’t blow this chance to restore trust with the global population of online citizens.

To seize this opportunity, there are a few things we need to accept:

• Less is more
  More data does not equate to better user experiences in digital advertising. Instead, minimised and decentralised data use reflects simplicity, user choice and privacy – which is the key to a people-first future digital advertising.

By championing the collection of only essential information, businesses can navigate privacy regulations more effectively, while simultaneously fostering an environment of trust with their users.

Decentralised data, meanwhile, means redistributing power and control to consumers. It is a call for a democratisation of data, where individuals have a say in how their information is used and who benefits from it. 

• Trust is key
  People have a right to expect that digital entities will act in a transparent, accountable and ethical manner, respecting the rights and interests of others.

There is also a notable dependency on the digital infrastructure and services that support the exchange and processing of data and digital assets. This is a place where trust is won, but more often lost, within the digital advertising ecosystem, and change is needed to restore its value.

• Privacy is not a luxury, but a fundamental right
  The erosion of privacy in the digital era poses a grave threat to individual autonomy. Without robust privacy safeguards, individuals are left vulnerable to the exploitation and manipulation of their very identity.
• Elevate consent
  Consent, often buried deep in the terms and conditions of digital platforms, must be elevated to the forefront of the user experience. True consent is an active agreement that empowers individuals to decide on how their data will be used.

Utiq has been created to enable trusted, responsible interactions. It is our belief that privacy and consent require education, respect and accountability to enable people to enjoy real choice and control over their data usage, digital advertising and marketing experiences.

Our stance on privacy and data protection is part of our manifesto for change. We want to get to a place where individuals are active participants, where autonomy is cherished, and where choice is wholly respected.

The time has come for a people-first digital advertising revolution, complying with, and driven by, privacy, data protection and choice. 

We all have a part to play in delivering this, and in ensuring a trusted, open web. 

The post Let’s take a people-first approach to data privacy appeared first on Mobile Marketing Magazine.

European adtech company, Utiq, delivering a telco-powered Authentic Consent Service to enable responsible digital marketing, has appointed Catherine Murray as its new Head of Partner Services.

In her new position, Murray will work with brands, publishers and ad tech partners to help provide an alternative, people-first advertising solution, delivering privacy alongside transparency, accuracy and scale.

She has extensive knowledge of the publisher landscape and the challenges faced in an increasingly data- and privacy-led advertising ecosystem.

Prior to Utiq, Murray was Director of Global Solutions Strategy at the audience platform Permutive and has held senior roles at The Guardian and Microsoft.

Commenting on her new position, she said: “I am very excited to be joining Utiq at such a critical time in the digital ecosystem, as deprecation of the third-party cookie becomes imminent. The Utiq Authentic Consent Service sets a new standard in enabling privacy and people-first advertising with transparency, accuracy, and scale. I’m happy to be joining such a purpose-driven company to support the launch of the UK market.”

Utiq Managing Director, UK, Sara Vincent added: “It’s great to welcome Catherine to the Utiq UK team so early on in our journey. Catherine’s experience of working with and for publishers in the UK will bring invaluable insight and appreciation of the challenges publishers face in the market today. I am thrilled that Catherine has joined Utiq – together we can help solve some of these challenges.”

Utiq, which is backed by the telecommunications providers Deutsche Telekom AG, Orange SA, Telefónica S.A. and Vodafone Group plc, enables brands and publishers to deliver relevant, ad-funded experiences to their consented audiences, while embracing the toughest privacy standards, through its secure and encrypted solutions.

Its recent UK launch follows launches in Germany, France and Spain in 2023.

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European adtech company, Utiq has announced its UK launch, with the appointment of Sara Vincent to run the new operation.

Utiq, which is backed by the telecommunications providers Deutsche Telekom AG, Orange SA, Telefónica S.A. and Vodafone Group, enables brands and publishers to deliver relevant, ad-funded experiences to its consented audiences.

Built as a people-first service, Utiq arrives in the UK with a mission to solve the problem of access to deterministic, accurate and scaled audiences, in a fully compliant and consented way.

As a result, it offers advertisers the ability to target accurately at scale, while giving consumers real control and choice over their privacy.

Vincent joins Utiq as Managing Director, UK, following five years at Index Exchange, initially as Senior Director, Publisher Development, and, for the last two years, as MD, UK.

Before that, she spent four years at JustPremium, which was acquired by GumGum in 2021, as SVP, Publisher Development.

Her role at Utiq will be to build out a team to support the company’s growth, partnering with publishers, advertisers and ad-tech providers to deliver relevant, ad-funded experiences to their consented audiences.

Commenting on her appointment, Vincent said: “I am very excited to join Utiq at such a pivotal time for the industry and to bring our people-first service to the UK, following successful launches in Germany, France and Spain.

“We have an opportunity to reset what consent means to both the user and the advertiser, with the Utiq service becoming the alternative to a now deprecating, unreliable third-party cookie.

“As a catalyst for change, we are helping to create a trusted and responsible ad-funded open internet, with privacy and data protection at its heart, underpinned by a service that is transparent, accurate and scaled. This is a purpose-driven business that I am proud to be part of, and am keen to begin this journey of growth in the UK, working with our trusted partners.”

Utiq’s CEO Marc Bresseel added: “I am thrilled to welcome Sara to our team and the role of Managing Director for the UK – a market of significant strategic importance as we continue to accelerate our service delivery and growth. Sara is a seasoned ad-tech executive and her previous clients and partners have experienced first-hand her values, passion and commitment.

“Her depth of experience, credibility and network will be invaluable for the launch of our Utiq service in the UK and will develop and expand our relationships with publishers and brands.”

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