Utiq partners with Onetag to enhance privacy-first advertising
New partnership enables deterministic targeting without third-party cookies across European markets.
The advertising technology sector marked a significant development on February 12, 2025, as Utiq announced its partnership with Onetag to advance privacy-compliant advertising capabilities in the European market. The collaboration integrates Utiq's Telco-powered Authentic Audiences into Onetag's Smart Curation platform.
According to Will Harmer, Utiq's Chief Product Officer, the integration allows advertisers to leverage deterministic targeting without relying on third-party cookies or fingerprinting techniques. The partnership aims to address the growing need for privacy-compliant solutions in digital advertising, particularly in cookieless environments such as Safari and Firefox.
The technical implementation combines Utiq's first-party identifier with Onetag's Smart Curation platform. This integration enables advanced frequency capping capabilities and supports the onboarding of advertiser and publisher data for retargeting and audience exclusion functionalities.
Filippo Gramigna, co-CEO at Onetag, emphasized the partnership's focus on maintaining user privacy while enabling scalable targeting. The collaboration builds upon Onetag's evolution since 2015, when it began as a DSP partner to major advertising groups including Dentsu, Publicis, Omnicom, GroupM, and Havas in Italy.
Luís Rijo
Utiq's market presence has expanded significantly since its launch in mid-2023. The company has achieved operational availability in Germany, Austria, France, and Spain, with planned expansions to the UK and Italy. The service creates encrypted addressability through scaled, deterministic methods, focusing on users who have explicitly provided consent for marketing purposes.
The integration provides advertisers with specific technical capabilities:
- Deterministic reach in cookieless environments
- Advanced frequency capping functionalities
- Retargeting capabilities without third-party cookies
- Audience exclusion features
- Real-time consent signal matching
Onetag's platform architecture combines with their Global Exchange infrastructure to enhance scale and measurement capabilities. The system utilizes a proprietary semantic engine for contextual targeting, operating through a knowledge graph that processes page content meaning rather than relying solely on keywords.