Utiq Use Cases for Publishers
1. Open Programmatic Monetization
This use case demonstrates how UTIQ facilitates open programmatic monetization using the AdtechPass token to address identity fragmentation challenges and extend audience reach in cookieless environments.
Workflow Explanation
User Browses Publisher’s Property and Gives Consent:
Luis visits the publisher’s editorial property (e.g., a website or app) and accepts the privacy terms. This consent triggers the generation of a unique identifier called AdtechPass for Luis.
Connecting Advertisers and Publishers:
The publisher registers Luis as part of their audience and shares his AdtechPass with SSPs (Supply-Side Platforms).
Since Luis has previously visited the advertiser’s website, he is already included in their remarketing list.
User Recognition and Real-Time Bidding:
The AdtechPass token is transmitted to DSPs (Demand-Side Platforms) via SSPs.
The advertiser recognizes Luis through the token and can identify the user behind the impression opportunity.
Bidding and Ad Delivery:
Using the AdtechPass, the advertiser bids on the impression opportunity.
If the bid wins, the ad is served to Luis, ensuring precise targeting based on his prior interactions and the advertiser’s remarketing strategy.
Publisher Requirements
Publishers require to integrate Utiq as an identity solution that:
Works across fragmented devices, operating systems, environments, and browsers.
Extends their audience reach while remaining privacy-compliant.
It can be integrated via Prebid ID Module and Google secure signals
UTIQ Solution
The AdtechPass token ensures that every consented user is monetized across all of the publisher’s environments. This solution bridges the gap between advertisers and publishers, enabling seamless programmatic monetization.
2. Reach & Frequency Capping
This case demonstrates how UTIQ enables advertisers to effectively manage and optimize reach and frequency across different platforms while ensuring a seamless user experience.
Workflow Explanation
Ad Delivery Across Platforms:
Luis, a user, sees an ad from Dr. Oetker on the Marca app while checking the results of a Sunday football match.
Cross-Browser and Cross-App Recognition:
The next day, Luis visits the ABC website on his web browser and encounters the same ad.
Later, while browsing Xataka on his phone, he sees the same ad for the third time.
Frequency Cap Enforcement:
By Friday, Luis revisits the Marca app to check the upcoming football match. However, he does not see the ad again because UTIQ ensures that the frequency cap (three impressions per week) is respected, avoiding overexposure and maintaining a positive user experience.
UTIQ Solution
User Identification: UTIQ enables the identification of the same consented user across different browsers and apps.
Deterministic Reporting: Provides a 100% deterministic distribution report of campaign impressions.
Privacy Compliance: Maintains user privacy while delivering precise targeting and frequency management.
Business Impact
Optimized Reach and Frequency: Ensures advertisers can achieve their goals of maximizing reach while respecting frequency limits.
Improved User Experience: Reduces ad fatigue by avoiding overexposure to the same ads.
Efficiency for Publishers: Helps publishers demonstrate value to advertisers through detailed and accurate reporting of campaign delivery.
This case highlights how UTIQ bridges the gap between privacy compliance, user experience, and advertiser efficiency, creating a win-win solution for all stakeholders.
3. User Reconciliation
This case highlights how UTIQ enables publishers to unify user profiles across various platforms, ensuring a seamless and personalized user experience while improving data aggregation and targeting efficiency.
Workflow Explanation
Anonymous Browsing:
Marc, a subscriber to the publisher’s content, searches for updates on his favorite football team using Google.
He visits the publisher's website without logging in and reads several news articles.
Logged-In Experience:
Later, Marc opens the publisher’s app, where he is logged in, and continues reading other articles related to his interests.
Tailored Content Delivery:
As Marc accesses the publisher’s platforms, UTIQ technology ensures that his previous interactions (both logged-in and anonymous) are reconciled into a single user profile.
This allows the publisher to provide personalized content recommendations, enhancing Marc’s user experience.
Customer Need
Publishers need to:
Understand their users' interests across different platforms, whether users are logged in or not.
Unify user data from multiple devices, browsers, and apps to avoid duplication and fragmentation.
Deliver a seamless and personalized experience to their audience.
UTIQ Solution
Accurate User Identification: UTIQ technology correctly identifies consented users across a publisher’s domains and apps, whether they are logged in or anonymous.
Data Deduplication: Eliminates duplicate profiles by aggregating user information from multiple touchpoints.
Data Aggregation: Links interactions across various platforms into a unified profile for better content delivery and analytics.
Business Impact
Minimized Duplicate Profiles: Ensures data accuracy and reduces inefficiencies in targeting.
Maximized Insights: Provides deeper knowledge of user behavior, even for anonymous users.
Enhanced Personalization: Links logged-in and anonymous interactions to deliver tailored content.
Advanced Business Analytics: Supports big data initiatives by aggregating user information for more comprehensive insights and better decision-making.
UTIQ’s user reconciliation capabilities empower publishers to maximize their data’s value, enhance the user experience, and streamline operations.
4. 1st Party Data Activation
This case explains how UTIQ enables publishers and advertisers to effectively activate first-party data for targeting users in open environments while ensuring scalability and compliance.
Workflow Explanation
User Interaction with Publisher Content:
Marc is in the market for a new car and reads several automotive articles on a publisher’s platform over the last 60 days.
These interactions qualify Marc as part of an in-market audience segment based on his behavior.
Segment Activation for Advertising:
The automotive OEM (Original Equipment Manufacturer) partners with the publisher to activate this audience segment.
The activation runs through programmatic ads or reservation campaigns (Guaranteed Audience Media Plan - GAMP).
Additionally, the OEM can overlap its own first-party data with Marc’s segment to enhance targeting precision.
Ad Delivery in Open Environments:
Marc sees the ad in his favorite automotive magazine or related online platform.
This interaction demonstrates the ability to target logged-in and anonymous users effectively.
Publishers and advertisers require:
The ability to identify and target users based on behavioral data across open environments (e.g., newspapers, television channels).
A solution to activate segments outside of walled gardens (closed ecosystems like social media or major platforms).
Scalable and secure data activation methods without relying on personally identifiable information (PII) like email addresses.
UTIQ Solution
Segment Activation: UTIQ enables the creation and activation of segments for both logged-in and anonymous users.
Interoperability: Connects seamlessly with SSPs (Supply-Side Platforms), ad servers, and DSPs (Demand-Side Platforms).
Privacy-First Design: Ensures compliance with data privacy standards while enabling advanced targeting.
Business Impact
Incremental Monetization: Unlocks revenue from online advertising in environments that do not rely on PII or email matching.
Enhanced Partnerships: Strengthens relationships between advertisers and publishers through advanced profiling and targeting.
Scalable Insights: Helps publishers leverage behavioral data to improve targeting accuracy and campaign outcomes.
UTIQ’s approach to first-party data activation bridges the gap between publishers and advertisers, enabling effective monetization of untapped opportunities in open environments.
5. Content Personalization
This case demonstrates how UTIQ enables publishers to deliver personalized content experiences across platforms, providing a seamless and unified user journey while maximizing engagement.
Workflow Explanation
User Interaction Across Platforms:
Marc searches for finance and trading news using Safari and visits a vertical website dedicated to trading.
His activity signals a strong interest in finance-related content.
Personalized Content Delivery:
When Marc later visits the publisher's platform (e.g., a newspaper website), UTIQ ensures that the finance section appears at the top of the page, reflecting his recent interests.
This personalization happens even if Marc is not logged in on the publisher's platform.
Customer Need
Publishers aim to:
Provide a connected and omnichannel experience for users, regardless of whether they interact via an app or a website.
Avoid relying solely on logged-in sessions to personalize content, as this limits scalability.
Deliver relevant content dynamically across multiple touchpoints without compromising user privacy.
UTIQ Solution
Unified Identifier: UTIQ assigns the same identifier to users (with consent) across apps and websites, ensuring consistent recognition of user behavior.
Seamless Experience: Enables personalization without requiring users to log in at all times on every property of the publisher.
Scalability: Offers a scalable solution to connect user experiences across multiple environments.
Business Impact
Increased Personalization: Enhances the relevance of interactions with customers, even in non-logged-in environments.
Unified User Profiles: Aggregates behavior from non-logged-in sessions into comprehensive customer profiles.
Boosted Engagement: By aligning content with user preferences, publishers see improved engagement and retention rates.
UTIQ’s approach to content personalization ensures publishers can deliver a tailored experience to their audience while maintaining compliance and scalability in open environments.
6. Audience Extension (Retail Media)
This use case demonstrates how UTIQ enables publishers to monetize customer segments by activating them across first-party and third-party advertising channels, ensuring scalability and privacy compliance.
Workflow Explanation
User Profile Creation:
Marc interacts with the publisher’s properties, providing a wealth of data, such as:
Behavioral data: Interests in finance, trading, and automotive content.
CRM data: Male, 35-45, urban resident.
UTIQ Data: Assigned a unique Utipass ID (e.g., 987XYZ).
Audience Segmentation:
The publisher uses this comprehensive profile to create targeted segments.
For example, Marc is identified as "auto in-market" and "finance enthusiast."
Campaign Activation in Open Environments:
Using Marc’s segment, the publisher activates programmatic campaigns on behalf of brands like CitiBank or Volkswagen via SSPs (Supply-Side Platforms) and DSPs (Demand-Side Platforms).
Marc sees ads in open environments, such as external websites or apps, even when not logged into the publisher’s properties.
Customer Need
Publishers require:
The ability to monetize customer segments beyond their first-party properties.
Tools to activate audience segments at scale in open environments while maintaining privacy compliance.
A secure and scalable solution to identify and target customers effectively.
UTIQ Solution
Segment Activation: Allows publishers to activate customer segments based on interests and behavior in both first-party and third-party environments.
Scalable Targeting: Enables precise targeting in open environments, even for users not logged in.
Privacy-First Approach: Ensures compliance with data privacy regulations while leveraging first-party data for monetization.
Business Impact
Increased Revenue: Unlocks incremental budgets by monetizing first-party data across third-party properties.
Enhanced Targeting: Improves the effectiveness of campaigns for advertisers while maximizing publisher yield.
Stronger Advertiser Partnerships: Provides brands with access to high-value audiences, strengthening collaborations.
UTIQ’s audience extension capabilities empower publishers to maximize the value of their first-party data, extending monetization opportunities beyond their immediate ecosystem.
7. Clean Room Audience Insights
This use case demonstrates how UTIQ facilitates the aggregation and sharing of audience insights between companies in a secure, private, and scalable way through a Clean Room environment.
Workflow Explanation
Data Collection Across Entities:
Marc: His identities as a customer are collected by a retailer and a publisher, including multiple identifiers (UTIpass, first-party cookies, email, CRM ID).
Paula: Her profiles across various platforms and identifiers (retailer, publisher, advertiser) are collected similarly.
Data Clean Room Processing:
UTIQ integrates the data from different entities (retailers, publishers, advertisers) into a Data Clean Room.
The Clean Room securely matches user profiles without relying on persistent identifiers like email addresses, ensuring anonymity.
Aggregated insights are generated, such as demographic segments (e.g., "Young Singles," "Families with Older Kids").
Insights Distribution:
Aggregated insights are shared back with participating entities to enhance their audience understanding, targeting strategies, and business decisions.
Customer Need
Companies require:
The ability to learn more about their users, whether they are customers or prospects.
A secure method to match datasets with other companies for collaborative insights.
A scalable solution that does not rely on persistent identifiers (e.g., emails) to maintain user privacy.
UTIQ Solution
Scalable Data Matching: Matches users across databases without requiring shared persistent identifiers like email addresses.
Privacy Preservation: Ensures anonymity by processing data in aggregated form within the Clean Room.
Insight Generation: Delivers actionable, aggregated insights while maintaining compliance with privacy regulations.
Business Impact
Increased Match Rates: Amplifies the volume of matched users across datasets, enabling richer insights.
Enhanced Precision: Improves the accuracy and granularity of audience insights.
Collaboration Opportunities: Strengthens partnerships between brands, publishers, and advertisers through shared knowledge.
UTIQ’s Clean Room solution empowers businesses to unlock the value of collaborative audience insights while prioritizing data privacy and scalability.
8. Clean Room Media Insights
This case demonstrates how UTIQ empowers brands and publishers to evaluate and optimize their media campaigns by leveraging aggregated data in a Clean Room environment, ensuring privacy and scalability.
Workflow Explanation
Data Collection Across Campaigns:
Marc: He has been exposed to a campaign from the publisher and transacted on the brand's e-commerce platform. His identifiers (UTIpass, cookies, email, CRM ID) are collected from both the publisher and the brand.
Paula: She has been exposed to the brand’s campaign and her activity is captured across multiple touchpoints (publisher, retailer, brand).
Clean Room Integration:
The UTIQ Clean Room ingests data from both publishers and brands, matching users across datasets without relying on persistent identifiers (e.g., email addresses).
Campaign performance data is processed to determine insights, such as the percentage of exposed users who converted into customers (e.g., "23% of exposed users bought a product and generated €5,000 in revenue").
Insights for Media Optimization:
Aggregated results are shared with the participating entities, enabling them to measure the campaign’s impact and optimize future media investments.
Customer Need
Brands and publishers need:
A way to measure the impact of media campaigns on business outcomes (e.g., sales, revenue).
A secure and privacy-compliant solution to combine datasets from different entities.
Scalable tools to match users across platforms and measure campaign success.
UTIQ Solution
Data Matching at Scale: Matches users across datasets without requiring shared persistent identifiers, such as emails.
Privacy-First Design: Preserves user anonymity by processing aggregated data in a secure environment.
Performance Measurement: Provides actionable insights into campaign effectiveness and audience behavior.
Business Impact
Improved Match Rates: Amplifies the volume of matched users across datasets for richer insights.
Enhanced Precision: Increases the accuracy of insights used for media planning and activation.
Optimized Media Investments: Helps brands and publishers make data-driven decisions to maximize ROI.
UTIQ’s Clean Room Media Insights solution allows brands and publishers to collaborate securely, unlocking valuable campaign performance data while maintaining user privacy and data compliance.