Pascale Arguinarena (Utiq): cross-device addressability in digital advertising through telco-powered identifiers

Can telco-powered identifiers overcome their own privacy challenges in their attempt to replace third-party cookies or email-based alternatives?

Pascale is the Data Protection Officer at Utiq, a European based AdTech company. She has been working in privacy and data protection ever since completing her degree in Law, including roles at fashion group Arcadia and Vodafone Group. Pascale’s main goal is always to put privacy at the heart of the business.

Utiq’s mission is to enable more responsible digital marketing by offering a telco powered privacy-first technology to Brands, Publishers and Tech Vendors operating in the adtech ecosystem. The Utiq technology consists of online identifiers which can be used to support and optimize digital marketing, advertising and analytics activities, whilst offering individuals enhanced choice, control and transparency, including via the application of privacy-centric controls and a dedicated privacy portal for end users, known as consenthub.

Launched in 2023, Utiq was originally backed by Deutsche Telekom AG, Orange SA, Telefónica S.A., and Vodafone Group plc. It has continued to gain support from numerous other leading telecom operators across Germany, France, Spain, Austria and soon expanding to the UK and Italy.

References:

• Pascale Arguinarena on LinkedIn
• FCC fines Verizon $1.35 million over ‘supercookie’ tracking (The Verge, May 2016)
• Utiq’s consenthub

 

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