Publicis Media France achieved certification as the primary media group below UTIQ’s Trusted Companion Program on Might 15, 2025, marking a major milestone within the European digital promoting panorama’s transition towards privacy-compliant concentrating on options. The certification validates Publicis Related Media’s complete experience throughout practical, integration, and activation dimensions of UTIQ’s telecommunications-powered promoting expertise.

UTIQ introduced the partnership via its press launch system on Might 15, 2025, highlighting the strategic significance of working with France’s main media company group. The timing coincides with ongoing trade uncertainty relating to third-party cookie deprecation timelines and regulatory stress throughout European markets demanding privacy-enhanced promoting options.

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The certification course of evaluated Publicis Media France’s technical capabilities throughout three vital parts of UTIQ’s system structure. Purposeful certification validates the company’s understanding of UTIQ’s core identification mechanisms that function via telecommunications community indicators slightly than browser-based monitoring applied sciences. Integration certification confirms technical competency for connecting UTIQ’s platform with current programmatic promoting infrastructure. Activation certification demonstrates operational experience for executing campaigns utilizing UTIQ’s consent-based concentrating on methodology.

Paul Leperchey, Head of Information at Publicis Media France, emphasised the strategic necessity of growing options to conventional cookie-based promoting approaches in his assertion accompanying the announcement. “The certification UTIQ displays Publicis Media France’s dedication to assist its purchasers on credible, sustainable and needed options to third-party cookies, each by way of addressability challenges and efficiency measurement,” Leperchey acknowledged. His feedback reference the continuing technical fragmentation the place roughly 50% of European digital stock operates with out conventional cookie-based addressability.

The telecommunications-backed UTIQ platform operates via specific consumer consent mechanisms slightly than probabilistic identification strategies generally employed all through the promoting expertise sector. The corporate’s infrastructure leverages encrypted community indicators from telecommunications companions together with Orange, Vodafone, Deutsche Telekom, and Telefónica, creating deterministic viewers concentrating on capabilities that perform independently of browser insurance policies or working system restrictions.

Sophie Poncin, Managing Director for UTIQ France, described Publicis Related Media’s certification as recognition of the company group’s dedication to enhancing consumer efficiency via privacy-compliant options. “We salute the engagement of Publicis Related Media, which via this certification, enriches its experience of our resolution to allow its purchasers to acquire ever extra efficiency,” Poncin acknowledged within the official press launch.

The certification permits Publicis Media France’s companies—together with Zenith, Starcom, Blue 449, Performics, Spark Foundry, Publicis Media Join, and Publicis Commerce—to implement UTIQ’s consentpass expertise throughout consumer campaigns. This expertise creates encrypted addressability indicators via scaled, deterministic strategies centered on customers who’ve explicitly offered consent for advertising functions via UTIQ’s consenthub portal.

Technical implementation requires integration via both UTIQ’s consent interface or the centralized consenthub portal the place customers keep management over privateness preferences. The system generates two varieties of indicators: martechpass for advertising expertise functions and adtechpass for promoting expertise platforms, enabling personalised concentrating on whereas adhering to European information safety rules.

The certification announcement happens amid significant consolidation across advertising technology partnerships, the place UTIQ has systematically expanded its presence via strategic alliances with main trade gamers. The corporate secured partnerships with 11 supply-side platforms in January 2025, together with Adform, Equativ, Index Alternate, Magnite, and PubMatic, enabling bidstream processing of UTIQ’s identifiers throughout programmatic promoting environments.

Earlier efficiency testing demonstrates measurable effectiveness enhancements utilizing UTIQ’s identification methodology. Marketing campaign evaluation carried out with automotive purchasers confirmed over 90% of impressions in non-Chrome browsers have been delivered utilizing UTIQ’s identifier system, leading to a 290% uplift in deterministic attain in comparison with conventional cookie-based approaches. These outcomes turn out to be notably related as roughly 75% of content material consumption happens outdoors conventional browser environments—in cell functions, related tv platforms, and gaming environments the place third-party cookies can’t perform.

The French market represents UTIQ’s second-largest operational territory by media spending quantity, following Germany’s implementation in mid-2023. The corporate has achieved operational availability throughout Germany, Austria, France, Spain, and the UK, with deliberate expansions into Italy via recent publisher partnerships together with Adhub Media for Notizie.it and 7 vertical platforms.

Publicis Media France operates as a part of Publicis Groupe’s world media division, managing consumer relationships throughout greater than 100 international locations with roughly 23,500 workers worldwide. The French entity handles media planning and shopping for throughout conventional and digital channels for main advertiser portfolios, making the UTIQ certification strategically vital for European market growth.

The certification addresses particular operational challenges created by browser fragmentation and ranging privateness implementations throughout totally different platforms. Mozilla Firefox and Apple Safari have maintained third-party cookie restrictions for a number of years, whereas Google Chrome introduced delayed deprecation timelines that create uncertainty for advertisers requiring constant concentrating on capabilities throughout all consumer environments.

Latest industry analysis published on PPC Land challenges the standard concentrate on cookie deprecation timelines, arguing that actual transformation includes decreasing dependency on monopolistic management via privacy-first id options. The attitude means that ready for particular timeline bulletins represents a strategic mistake, notably on condition that solely 15% of digital time happens in cookie-enabled environments.

UTIQ’s technical structure implements a number of safeguards designed to handle privateness compliance necessities. Based on technical documentation, the system incorporates information minimization protocols, restricted sign lifespans, and contractual restrictions stopping re-identification. All information processing requires specific consumer consent below e-privacy rules, with customers sustaining the flexibility to switch preferences or withdraw permission fully via the consenthub interface.

The Trusted Companion Program represents UTIQ’s systematic strategy to market growth via licensed experience slightly than direct consumer relationships. Earlier certifications embrace fifty-five, a Paris-based information advertising consultancy based by former Google executives, which achieved related complete certification throughout practical, integration, and activation dimensions in January 2025.

European regulatory developments proceed creating demand for privacy-compliant promoting options that keep effectiveness whereas addressing compliance necessities. Latest enforcement actions throughout a number of jurisdictions, mixed with shopper desire information exhibiting 70% of European residents expressing issues about extreme expertise firm information management, drive adoption of options to conventional monitoring strategies.

Will Harmer, UTIQ’s Chief Product Officer, beforehand famous that supply-side platform integrations acknowledge that “UTIQ has already turn out to be a ubiquitous resolution throughout the digital promoting ecosystem.” The Publicis Media France certification extends this attain into France’s media company market, the place privacy-compliant promoting options face growing demand from each regulatory necessities and consumer expectations.

The partnership permits French advertisers to entry deterministic concentrating on capabilities throughout historically non-targetable browser environments whereas sustaining compliance with European information safety requirements. This positioning turns into notably related as hybrid advertising solutions acquire adoption to handle the fragmentation between cookie-enabled and cookieless stock segments.

UTIQ’s growth technique demonstrates the telecommunications trade’s growing involvement in promoting expertise infrastructure. The corporate’s backing from main European telecommunications suppliers creates potential scale benefits, as these corporations collectively serve vital parts of European cell customers via authenticated community relationships that type the muse for UTIQ’s consent-based identification system.

For the advertising neighborhood, this growth indicators the acceleration of privacy-first promoting infrastructure adoption throughout main European markets. The systematic certification strategy demonstrates viable options to conventional monitoring strategies whereas sustaining advertiser effectiveness necessities that companies require for consumer marketing campaign efficiency.

The telecommunications-powered strategy represents a elementary shift from browser-based promoting expertise architectures. By leveraging consented telecommunications indicators, UTIQ gives a technical basis for digital promoting identification that operates independently of browser insurance policies, working system restrictions, or application-specific limitations that have an effect on different id decision approaches.

Timeline

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Abstract

Who: Publicis Media France, entity of Publicis Related Media, achieved certification from UTIQ, a Brussels-based telecommunications-powered promoting expertise firm backed by Orange, Vodafone, Deutsche Telekom, and Telefónica.

What: The primary media group certification below UTIQ’s Trusted Companion Program, validating complete experience throughout practical, integration, and activation dimensions of telecommunications-powered promoting options that function with out third-party cookies or fingerprinting methods.

When: The certification was introduced on Might 15, 2025, via official press releases and LinkedIn communications marking a major milestone in UTIQ’s European growth technique.

The place: The certification operates inside France’s digital promoting market, extending UTIQ’s presence alongside current operations in Germany, Spain, Austria, and the UK, with telecommunications backing from main European operators.

Why: The certification addresses rising demand for privacy-compliant promoting options as conventional cookie-based concentrating on faces deprecation throughout browsers, regulatory stress will increase throughout European markets, and roughly 50% of digital stock operates with out typical addressability strategies.

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PPC Land explains

UTIQ: A Brussels-based promoting expertise firm based in 2023 by main European telecommunications operators Deutsche Telekom, Orange, Telefónica, and Vodafone. The platform supplies privacy-first promoting options via telecommunications-powered identifiers that function independently of browser-based monitoring applied sciences. UTIQ’s system creates encrypted addressability indicators utilizing network-level information from authenticated telecommunications relationships, enabling deterministic concentrating on with out counting on third-party cookies, gadget fingerprinting, or probabilistic identification strategies.

Trusted Companion Program: UTIQ’s certification framework that validates accomplice organizations’ experience throughout three vital dimensions: practical capabilities, integration processes, and activation mechanisms. This system ensures licensed companions can successfully implement UTIQ’s telecommunications-powered promoting options whereas sustaining privateness compliance requirements. Certification encompasses complete technical competency analysis and ongoing partnership necessities that allow companies and expertise suppliers to supply UTIQ’s privacy-first concentrating on capabilities to their purchasers.

Third-party cookies: Small information information positioned on customers’ browsers by domains aside from the web site being visited, historically used for cross-site monitoring and promoting concentrating on. These cookies allow advertisers to trace consumer conduct throughout a number of web sites and create detailed profiles for focused promoting. Nonetheless, main browsers together with Safari and Firefox have applied restrictions, whereas Google Chrome has introduced delayed deprecation plans, creating operational complexity for advertisers who require constant concentrating on capabilities throughout all consumer environments.

Telecommunications-powered promoting: An promoting expertise strategy that leverages community indicators from cell telecommunications suppliers to create addressable audiences for focused promoting campaigns. This system operates via authenticated relationships between customers and telecommunications corporations, offering deterministic identification capabilities that perform independently of browser insurance policies, working system restrictions, or application-specific limitations. The strategy requires specific consumer consent and creates encrypted indicators that allow privacy-compliant concentrating on throughout digital promoting platforms.

Privateness-compliant promoting: Promoting methodologies that prioritize consumer privateness safety whereas sustaining concentrating on effectiveness and marketing campaign efficiency necessities. This strategy emphasizes specific consumer consent for information assortment and processing, clear privateness controls, and technical implementations that keep away from invasive monitoring methods like fingerprinting or cross-site monitoring. Privateness-compliant promoting aligns with European information safety rules together with GDPR and addresses rising shopper issues about information misuse by expertise corporations.

Deterministic concentrating on: An promoting concentrating on methodology that makes use of verified, authenticated information sources to establish and attain particular viewers segments with excessive accuracy and confidence ranges. In contrast to probabilistic approaches that depend on statistical modeling and assumptions, deterministic concentrating on operates via confirmed consumer relationships corresponding to authenticated logins, telecommunications community indicators, or specific consent mechanisms. This strategy supplies measurable efficiency benefits, notably in cookieless browser environments the place conventional monitoring strategies face technical limitations.

Consentpass expertise: UTIQ’s proprietary system that facilitates real-time safe sign matching between telecommunications suppliers, publishers, and advertisers whereas sustaining consumer privateness via encrypted information processing. The expertise creates addressable audiences via scaled, deterministic strategies centered on customers who’ve explicitly offered consent for advertising functions. Consentpass operates alongside UTIQ’s consenthub portal, the place customers keep granular management over privateness preferences and may modify or withdraw permissions fully.

Programmatic promoting: Automated shopping for and promoting of digital promoting stock via expertise platforms that use algorithms and real-time bidding to match advertisers with related viewers segments throughout web sites and functions. This technique permits exact concentrating on, real-time optimization, and environment friendly media shopping for at scale. Programmatic promoting encompasses numerous codecs together with show, video, related TV, and audio promoting, with rising emphasis on privacy-compliant identification strategies as conventional monitoring applied sciences face deprecation.

Provide-side platforms: Expertise platforms that allow publishers and media house owners to promote their promoting stock via programmatic channels by connecting with demand-side platforms and promoting exchanges. These platforms present yield optimization, viewers segmentation, and income administration capabilities for digital content material creators. Main supply-side platforms together with Adform, Equativ, Index Alternate, Magnite, and PubMatic have built-in UTIQ’s telecommunications-powered identifiers to allow privacy-compliant programmatic promoting transactions.

European information safety rules: Complete authorized frameworks together with the Basic Information Safety Regulation (GDPR) and e-Privateness Directive that set up necessities for information assortment, processing, and consumer consent throughout European Union member states. These rules mandate specific consent for advertising-related information processing, present customers with granular management over private data, and impose vital penalties for non-compliance. The regulatory surroundings creates demand for promoting options that keep effectiveness whereas addressing strict privateness compliance necessities that have an effect on conventional monitoring methodologies.


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