In an era where digital advertising faces growing privacy concerns, amid the irreversible decline of third-party cookies, Utiq empowers advertisers and publishers with user-consented signals to enable better marketing performance and ROI in the premium open internet.

IQ Digital and GroupM leveraged Utiq’s telco-powered deterministic identifier to enable precise, cookieless addressability across IQ Digital’s premium publisher network, overcoming audience fragmentation, improving targeting accuracy, and reclaiming lost reach in non-Chrome browsers. The result was a pioneering, data-only activation that demonstrated how privacy and performance can coexist, setting a new benchmark for responsible and effective audience engagement in digital marketing.

IQ Digital, Germany’s leading premium publisher network, partnered with Utiq and GroupM to execute a groundbreaking data-only campaign for an automotive client. The campaign marked the first large-scale implementation of Utiq’s Telco-powered infrastructure that leverages authentic, user-consented signals, designed to replace third-party cookies while enhancing addressability performance.

Running from August to September 2024, the campaign tested Utiq’s effectiveness against cookie-based approaches, particularly in non-Chrome environment. By integrating Utiq’s fully-consented identifiers – addressing Authentic Audiences – the campaign enabled cross-browser, cross-publisher targeting, ensuring sustainable audience reach. This innovative targeting approach allowed seamless frequency control, balancing ad messaging exposure while minimising waste.

At the core of Utiq’s service are three essential components:

• Consenthub: An easy-to-use, centralised platform that gives directly-consented users control and choice over their privacy.
• Consentpass: Utiq’s Telco-powered infrastructure leverages the consentpass - their people-based, addressable, secure, and encrypted signal – their identifier for all environments, including non-targetable browsers, without the need for third-party cookies, fingerprinting, or other probabilistic techniques.
• Authentic Audiences: Representing real people, not impressions. Deterministic reach, not probabilistic targeting. Authentic Audiences deliver human-only addressability, with cross-device and cross-browser frequency control, to drive better marketing performance and ROI

Utiq’s privacy-first technology provided the automotive client with deterministic, consented audiences, free from bot traffic and identity fragmentation. The success of this activation underscored how publishers and advertisers can transition toward responsible, effective audience engagement without compromising user privacy.

The results validated Utiq’s ability to enable addressability while maintaining consumer trust, reinforcing its position as a leader in the post-cookie advertising landscape.

The campaign delivered measurable success for IQ Digital and GroupM, proving that Utiq’s privacy-first identifiers drive superior results in cookieless environments:

• 290% uplift in impressions served via Utiq user-consented signals in non-Chrome browsers, demonstrating significant reach recovery.
• 87% of net reach was achieved without third-party cookies, reinforcing Utiq’s ability to maintain addressability in Safari, Firefox, and Edge.
• Up to 61% better re-identification rate compared to cookie-based targeting, enhancing audience consistency and campaign efficiency.
• Optimised frequency control: Utiq enabled an average of 3.29 ad exposures per user, preventing overexposure and improving ad recall.

IQ Digital and GroupM recognised Utiq as a game-changer, confirming that its technology successfully enhances reach, efficiency, and transparency. This award-worthy campaign serves as a proof point that privacy and performance can thrive together, setting a new industry standard for responsible digital advertising.

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