Utiq
Utiq is a Brussels-based European AdTech company that delivers a Telco-powered Authentic Consent Service, providing GDPR-compliant first-party marketing identifiers across six European markets for brands, publishers, and AdTech platforms.
- Company typePrivate
- Founded2023
- HeadquartersBrussels, Belgium
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Utiq does
Utiq SA/NV is a Brussels-headquartered European AdTech company founded in 2023 that operates a Telco-powered Authentic Consent Service for digital advertising. The company was established by four major European telecommunications operators — Deutsche Telekom/T-Mobile, Orange, Vodafone, and Telefonica — to provide privacy-compliant addressability solutions for a post-third-party-cookie environment. Utiq generates first-party marketing identifiers (Consentpass, martechpass/mtid, adtechpass/atid, conversionpass, attributionpass) using network-layer signals from its operator partners, and exposes these identifiers through a consenthub privacy portal where consumers can manage or withdraw consent with a single click. The service currently covers 70 million consented users across Germany, Austria, France, Spain, the United Kingdom, and Italy.
The technology stack is delivered through a JavaScript Web SDK (utiqLoader.js), native Android and iOS SDKs, a Prebid module, and direct OpenRTB 2.6+ integration, with consent collection configurable via two implementation models: an Integrated Model embedded in major CMPs (Didomi, OneTrust/CookiePro, Sourcepoint, Usercentrics, Consentmanager, iubenda) and a Separate Pop-up Model. Identifiers are activated across CDPs (Adobe Experience Platform, Tealium, Permutive, Segment, Emetriq, ADEX), analytics platforms (Eulerian), DSPs (The Trade Desk's Kokai), Google PPID, and netID. The service is GDPR-compliant and aligned with IAB Europe TCF 2.0+ standards.
Utiq operates a horizontal B2B enterprise sales motion targeting brands and agencies, publishers, and AdTech platforms across EMEA. Revenue is generated through recurring platform service fees tied to consented audience addressability, with no publicly disclosed pricing tiers. The company is privately held, employs 11–50 people, is governed by a Management Committee and Supervisory Board, and has not disclosed external venture funding rounds, indicating operator-backed capitalization rather than financial-investor funding.
Utiq firmographics
Firmographics- Name
- Utiq
- Legal name
- Utiq SA/NV
- Website
- https://utiq.com
- Company type
- Private
- Founded year
- 2023
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Utiq is a Brussels-based European AdTech company that delivers a Telco-powered Authentic Consent Service, providing GDPR-compliant first-party marketing identifiers across six European markets for brands, publishers, and AdTech platforms.
- Ownership category
- akta.pro rank
Utiq industry classification
Industry- Product category
- Digital Advertising Identity & Consent Management
- NAICS
- Custom Computer Programming Services (541511)
- akta.pro primary industry
- Customer Permissioning & Consent Management (OAuth, scopes, revocation) (FSAGACAC)
Keywords
Where Utiq is headquartered
LocationHeadquarters
- HQ city
- Brussels
- HQ country
- Belgium
- HQ region
- Europe
Offices1 record
Markets served
Utiq business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- B2B Platform Services: Utiq provides its Authentic Consent Service to brands and publishers for digital marketing addressability. Revenue is generated through service fees for enabling consented audience targeting across publisher networks and DSP integrations.
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
Utiq product offering
Product offeringCore offering
Utiq provides a Telco-powered Authentic Consent Service that enables brands, publishers, and AdTech platforms to address consented audiences using first-party identifiers generated from telecom operator network-layer signals, without third-party cookies. The platform includes a user-facing consent management portal (consenthub), SDKs and APIs for integration, and supports programmatic advertising via OpenRTB and Prebid.
Product overview
Utiq is a European AdTech company offering a Telco-powered Authentic Consent Service that enables responsible digital marketing. The core platform consists of the Authentic Consent Service, consenthub privacy portal, and various identifier passes (Consentpass, martechpass, adtechpass, conversionpass, attributionpass). Integration is achieved through Web SDK and Mobile SDKs (Android/iOS), with support for multiple CMPs (Didomi, OneTrust, Sourcepoint, Usercentrics, Consentmanager, iubenda) via Integrated Model or Separate Pop-up Model. The service covers 70 million consented users across Germany, Austria, France, Spain, UK, and Italy, and integrates with major CDPs (Adobe, Tealium, Permutive, Segment), analytics platforms, and programmatic infrastructure via Prebid, OpenRTB, and direct API.
Differentiator
Problem solved
Functional benefit
Products and services
- Authentic Consent Service
Quantifiable outcome
- 70 million consented users reachable across six European markets
Companies that use Utiq
Customer profileSegments4 records
Ideal customer profiles3 records
Utiq technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration20 records
Feature8 records
Utiq partnerships and signals
Strategic signalPartnerships
21 partnerships are on record, tiered core and minor.
- The Trade DeskcoreIntegration of Utiq's telco-powered consented advertising identifiers into The Trade Desk's Kokai demand-side platform across EMEA. The integration makes Utiq's network-layer signals available to agencies and advertisers, complementing existing email-hash-based identifiers like EUID and UID2.
- Deutsche Telekom / T-MobilecoreEuropean telecom operator providing network-layer signals and telco-powered identifier capabilities for the Authentic Consent Service. One of four telecom operators powering Utiq's technology.
- OrangecoreEuropean telecom operator providing network-layer signals and telco-powered identifier capabilities for the Authentic Consent Service. One of four telecom operators powering Utiq's technology.
- VodafonecoreEuropean telecom operator providing network-layer signals and telco-powered identifier capabilities for the Authentic Consent Service. One of four telecom operators powering Utiq's technology.
- TelefonicacoreEuropean telecom operator providing network-layer signals and telco-powered identifier capabilities for the Authentic Consent Service. One of four telecom operators powering Utiq's technology.
- DidomicoreConsent Management Platform integration for the Integrated Model implementation guidelines, enabling Utiq consent collection within the Didomi CMP.
- OneTrust and CookieProcoreConsent Management Platform integration for the Integrated Model implementation guidelines, enabling Utiq consent collection within the OneTrust and CookiePro CMP.
- SourcepointcoreConsent Management Platform with dedicated Utiq_Template for integrated consent collection, including custom purpose and vendor configuration.
- UsercentricscoreConsent Management Platform integration with Utiq as a registered Data Processing Service (Vendor ID: ZFZZSibrq9O4Tp) in Usercentrics' vendor database.
- ConsentmanagercoreConsent Management Platform integration for the Integrated Model implementation guidelines, enabling Utiq consent collection.
- Adobe CDPcoreCDP integration enabling Utiq martechpass (mtid) to be used as declared ID within Adobe Experience Platform for audience building and activation.
- TealiumcoreCDP integration via Utiq Tag in Tealium iQ Tag Management, auto-generating utiq_mtid and utiq_category variables for AudienceStream enrichment.
- PermutivecoreCDP integration for audience cohort activation using Utiq identifiers, with support for utiq_mobile and utiq_fixed registered identifiers.
- SegmentcoreCDP integration via Segment's identify API, enabling utiq_mtid and utiq_category traits to be passed for user profile enrichment.
- EmetriqcoreCDP integration for German market enabling Utiq mobile MTID to be used with Emetriq's profiling and data activation services.
- ADEXcoreCDP integration with ADEX using Utiq's partner ID (308) for declaring Utiq identifiers in the ADEX collector.
- IAB EuropeminorIndustry association membership demonstrating commitment to IAB standards and the transparency and consent framework.
- IAB UK, IAB Spain, IAB ItalyminorRegional IAB chapter memberships supporting cross-border advertising standards in key European markets.
- AOP (Association of Online Publishers)minorMembership in UK's Association of Online Publishers supporting digital publishing innovation and standards.
- bvdm (German Publishers Association)minorMembership in German media publishers association demonstrating publisher-focused market presence.
- OWM (Open Web Management)minorIndustry association membership supporting open web standards and digital publishing.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Utiq competitors and assessment
Company assessmentDirect peers
- ID5: ID5 is a European identity resolution provider that supplies deterministic, cookie-less identifiers to publishers, SSPs, and DSPs. It is a direct competitor to Utiq in the European privacy-first identity space, particularly for publisher monetisation and programmatic addressability.
- netID: netID is a European single-login identity alliance originally created by German broadcasters and publishers. Like Utiq, it offers a consented European alternative to third-party cookies and is integrated into Prebid, making it a closely comparable identity peer in EMEA.
Broad incumbents
- LiveRamp: LiveRamp is a global data collaboration and identity platform (RampID) widely used in the open web for people-based marketing. It overlaps with Utiq's deterministic identity and audience-activation proposition, but at significantly broader scale and scope.
- OneTrust: OneTrust is a leading consent management platform (CMP) that integrates with Utiq for consent collection. It is a strategic partner, but its broader privacy and consent governance suite also makes it an indirect competitor in enterprise privacy management.
- The Trade Desk: The Trade Desk is a global, independent DSP that has integrated Utiq's identifiers into its Kokai platform. It is simultaneously a major distribution channel for Utiq and the operator of competing identity frameworks (EUID, UID2), making it both partner and indirect competitor.
Emerging players
- EUID (European Unified ID): EUID is The Trade Desk's email-hash-based European identity framework, positioned alongside Utiq's identifiers in the Kokai buying platform. It is an alternative consented ID for the same EMEA advertisers and publishers that Utiq targets.
- UID2: UID2 is an open-source, interoperable identity framework developed by The Trade Desk. It is bundled into the same DSP ecosystem as Utiq and serves as a competing, deterministic, consented identifier for European open-web advertising.
- Permutive: Permutive is a publisher-focused data collaboration platform that integrates Utiq's identifiers and uses them for cohort activation. It is an adjacent player that both partners with and competes for publisher mindshare in privacy-first audience monetisation.
- Zeotap: Zeotap is a European customer identity and data platform that provides deterministic, consented identifiers for marketing and advertising. It overlaps with Utiq's privacy-first identity and CDP activation proposition, particularly in EMEA.
Regional players
- Emetriq: Emetriq is a Deutsche Telekom-owned data and audience activation business focused on the German market. It integrates Utiq's martechpass and overlaps on telco-derived audience monetisation in DACH, making it a comparable regional identity-and-data peer.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Utiq social profiles
Digital presenceUtiq compliance and trust
Trust signalCompliance3 records
Utiq financial estimates
Financial estimateRevenue estimate
Valuation estimate
Utiq leadership team
Management profileNumber of profiles
Profiles8 records
Utiq funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Utiq M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Utiq
What does Utiq do?
Utiq provides a Telco-powered Authentic Consent Service that enables brands, publishers, and AdTech platforms to address consented audiences using first-party identifiers generated from telecom operator network-layer signals, without third-party cookies. The platform includes a user-facing consent management portal (consenthub), SDKs and APIs for integration, and supports programmatic advertising via OpenRTB and Prebid.
Is Utiq a public or private company?
Utiq is a private company. It is classified as corporate owned and is currently operating.
When was Utiq founded?
Utiq was founded in 2023. It employs 11 to 50 people.
Where is Utiq based?
Utiq is headquartered in Brussels, Belgium, in the Europe region.
How does Utiq make money?
One revenue line is on record: B2B Platform Services.
Who are Utiq's main competitors?
Direct peers on record are ID5 and netID. Broad incumbents are LiveRamp, OneTrust and The Trade Desk. Emerging players are EUID (European Unified ID), UID2, Permutive and Zeotap. Emetriq is listed as a regional player.
Does Utiq have an API?
Yes. Utiq provides JavaScript SDKs for web and mobile integration. The Web SDK (utiqLoader.js) handles consent management, user identification via telecom-powered identifiers (martechpass/adtechpass), and event listeners. Mobile SDKs are available for Android and iOS. The API includes methods for accessing passes (getIdGraphEntry, onIdsAvailable event listener), consent management (handleConsentChange, revokeConsentWithPopup), and configuration (setConfig, getConfig, setLogLevel). AdTech partners can integrate via Prebid module or direct OpenRTB 2.6+ integration passing Utiq ID as source 'utiq.com' in user.eids structure. Developer documentation is at docs.utiq.com/docs.
What industry is Utiq in?
Utiq's product category is Digital Advertising Identity & Consent Management. Its primary akta.pro industry code is FSAGACAC, Customer Permissioning & Consent Management (OAuth, scopes, revocation). Its NAICS code is 541511.