Utiq, the European adtech company delivering a telco-powered Authentic Consent Service to enable more responsible digital marketing, has selected Compliant to provide independent verification of its privacy and consent mechanisms.

The partnership will integrate Compliant’s advanced, AI-driven auditing and measurement capabilities to provide independent verification of Utiq’s Authentic Consent Service, enabling it to maintain the highest industry privacy standards.

Utiq was founded to enable more responsible digital marketing for people, publishers and brands. The service works across the ecosystem to enable users to give their consent to activate the Utiq service and receive advertising from specific brands and  publisher websites, and to revoke that consent at any time. 

Compliant’s technology helps advertisers measure the compliance of digital ad inventory at the campaign, publisher and impression level, while allowing agencies to curate compliant media from trusted publishers, and enabling publishers to demonstrate compliance to potential buyers as a signal for media quality. It helps brands limit exposure to huge regulatory, financial and reputational risk, and to avoid wasting money on media that jeopardises their own compliance.  

Utiq Chief Product Officer, Will Harmer, said: “Data compliance is an essential aspect of responsible audience development, media buying and selling and trusted partner evaluation. The partnership between Utiq and Compliant will empower, support and inform advertisers and publishers in a new era of privacy, consent, context and identity.

“Compliant will work alongside Utiq to verify that all user data is properly consented, collected and passed through the digital advertising ecosystem. The independent service provided by Compliant’s technology will help Utiq maintain the highest standards of trust, transparency and integrity, in a more automated and scalable way. It will also give people and regulators confidence that best-practice principles are being applied during the consent process.”

Having mapped the compliance of over 90% of the world’s publishers, Compliant brings unique and unparalleled scale, insight and expertise to the partnership.

Complaint CEO and Co-Founder Jamie Barnard added: “In the chaos of cookie deprecation, a new standard is rising from the ashes of uncertainty. Our partnership with Utiq will fulfil the promise of addressability at scale with data compliance at its core. Together, we’re shaping the future of responsible media by prioritising consent and compliance from the outset, ensuring that brands can engage with consented audiences through trusted publishers.”

Utiq and Compliant are champions of the open internet, respectively driving trust through transparency and creating a higher standard for consent and compliance.

Both businesses have a shared commitment to responsible media, helping brands address consented audiences with trusted publishers. While Utiq offers accurate addressability at scale, Compliant provides incremental verification, transparency and accountability. Compliant will support Utiq as it develops its Authentic Consent Service and expands to new advertisers, publishers and markets.