European adtech company Utiq has partnered with programmatic solution Onetag to bolster privacy-centric advertising capabilities.
Onetag customers in European markets can now activate Utiq’s solutions like ‘Authentic Audiences’ to scale privacy-compliant advertising.
The partnership allows clients of both companies to target audiences without the need for third-party cookies, fingerprinting, or other probabilistic techniques.
Instead, the combined solutions will focus on deterministic reach and advanced frequency capping, enhancing privacy-safe marketing strategies.
Filippo Gramigna, co-CEO at Onetag, says the partnership will allow clients to stay competitive in an “evolving ecosystem.”
He adds that the collaboration spotlights Onetag’s “clear commitment to improving privacy-first advertising.”
Will Harmer, Utiq’s Chief Product Officer, calls the partnership a “game-changer for advertisers.”
“This partnership unlocks the full potential of privacy-safe advertising on the open internet, enabling brands to increase reach, control frequency, and improve overall marketing performance,” he notes.
Why this is interesting
The partnership arrives amid the rising privacy-first trend, which has been a prominent focus for marketers so far this year.
We all knew this time would be coming since Google announced it would be scrapping third-party cookies five years ago.
Since then, Google has half-heartedly reversed its plans, but the privacy-first era is still in swing.
This is due to several reasons. For one, regulators around the world are cracking down on third-party cookies and invasive forms of tracking online.
What’s more, first-party data is simply better to work with. It’s cleaner, it’s more accurate, it has greater personalisation potential, and consumers prefer it too.
Thus, it is not surprising, but interesting and encouraging to see these kinds of partnerships occurring more frequently.
We recently saw Gocertify re-brand to zone in on first-party data personalisation opportunities.
LiveRamp and Ocado Ads also announced a partnership that hones privacy-first data-sharing tools.
2025 might be the year of the two big P’s.
Privacy and personalisation.
