How Utiq Technology works
The Utiq Technology is comprised of two solutions that work together to deliver Authentic Consent.
consentpass solution
Our consentpass solution connects Utiq’s participating telecom operator, publishers and brands via a real-time, end-to-end secure consent signal match.
These secure signals work cross-browser and cross-device, offering accurate addressability at scale, whilst embracing the very toughest privacy standards.
Utiq is asking for an explicit user’s consent and, when granted, the below signals and passes are generated.
Network Signal
After asking user’s consent permission, Utiq SDK makes a secure API call to the user’s network operator who provides us with a Network Signal -the “base” signal- that corresponds to the connection.
Utiq has no means to access or identify the user or any other data from the Network Signal, and never shares it with any participating customer or digital property.
consentpass
The network signal is mapped to Utiq’s consentpass -the “stabilizer”-, a unique random value and is represented by two secure activation signals that are provided to brands & publishers.
martechpass
The martechpass (or mtid) -the “personalization enabler”- is generated from the consentpass, and is issued to a Brand or Publisher with the user’s explicit consent and is controlled by the Brand or Publisher it is issued to. It remains persistent for 90 days from its creation date. This pass provides a distinct identity for a visitor on a digital property.
The martechpass will always be the same for the same user, across browsers and across digital properties operated by the same data controller or data controllers which are part of the same group of companies, assuming the user provides explicit consent on the other digital properties.
This allows a seamless own media personalization and first-party audience creation, while maintaining the highest standards of user privacy and data security.
Brand or Publisher first party audiences created using their martechpass can be activated via the adtechpass on Utiq integrated AdTech platforms (e.g. DSPs or SSPs) for targeting and frequency capping.
adtechpass
Generated from the consentpass, the adtechpass (or atid) -the “bidding enabler”- plays a crucial role in programmatic advertising, for instance via OpenRTB, ensuring Publisher visitor signal matching with 100% accuracy. It is refreshed every 48h. This precision guarantees that users do not encounter the same advertisement repeatedly, enhancing their browsing experience while allowing advertisers to optimize their expenditure through effective frequency capping and precise audience measurement.
The adtechpass is a dynamically encrypted unique sequence, exclusively utilized within the AdTech ecosystem. It integrates seamlessly with header wrappers such as Prebid JS and the Utiq User ID Module, ensuring robust and secure operations. This approach to ad technology ensures that the adtechpass provides reliability and efficiency in the digital advertising space while maintaining the highest standards of data security and privacy.
attributionpass
Generated from the consentpass, the attributionpass (or attrid) is important for Brands to be able to measure end to end the success of their campaigns, closing the loop from impressions and clicks, up to the point of traffic and conversions. It is refreshed every 48h.
consenthub solution
Our centralized portal - consenthub - gives people true choice and control over their privacy, and which facilitates more relevant digital marketing experiences.
Simple, easy-to-use, transparent, unambiguous. One simple click to easily withdraw consent.
Brands and publishers will only be able to advertise to people if they have given permission through either a Utiq consent pop up or the consenthub portal.