Leadership at Cannes | Privacy is the New Premium

Why consent-first is the only future-proof strategy for digital advertising

 

By Sara Vincent, Managing Director UK, Utiq

 

It’s tempting to think of privacy as a compliance checkbox – a line item on the path to personalisation. But in truth, privacy has become one of the most valuable currencies in digital marketing. When people willingly share their data through transparent, consent-based exchanges, it signals trust. And trust is a premium.

 

The reality is, the days of passive data collection are behind us. Consumers have grown wise to opaque tracking practices, and regulators are watching more closely than ever. If we want to futureproof our businesses, we need to embrace privacy not as an obligation, but as a strategic imperative.

 

“The two most important topics in digital advertising should be consent and privacy.
If you’re not thinking about how to incorporate these two foundational areas into your digital advertising, then you risk your future business success.”

 

I’ve said this before, and I’ll continue to say it: privacy and consent are not just legal issues, they’re performance issues. Properly consented users are more engaged users. More engaged users deliver better outcomes for advertisers and longer time-on-site for publishers. That builds trust. That builds loyalty. And ultimately, that builds sustainable growth.

 

The market has already moved

 

There’s a common misconception that this is all something to worry about next year – that privacy reform is a “tomorrow” problem. But it isn’t. Forty percent of the addressable market is already third-party cookieless. We’re not talking about a future issue; this is happening right now.

 

At Utiq, we’ve built an infrastructure that meets this challenge head-on. Our consenthub gives individuals the ability to manage their privacy preferences easily and centrally – a single-click gateway to control and clarity. And through our Consentpass, we provide a secure, encrypted signal that enables human-only, deterministic addressability across environments – even those that are non-targetable via traditional means.

We call this audience model Authentic Audiences: real people, not impressions. First-party, user-consented signals that empower advertisers to reach consumers respectfully and accurately – with no need for third-party cookies, fingerprinting, or guesswork.

 

People want personalisation – but not at any cost

 

There’s a persistent myth that privacy and personalisation are in tension with each other. But that only holds true if your approach to personalisation is predicated on surveillance. With a clear value exchange and a consent-first mindset, brands can deliver relevant experiences that consumers actually welcome.

 

That means not only asking for consent but also earning it – explaining the value, being clear about the purpose, and making it easy to say yes or no. It’s time to stop hiding behind legalese. Let’s talk to people like people.

 

“Let’s be more open and transparent with people, explaining the value exchange and respect for privacy that takes place when they agree to share their data in return for more responsible advertising.”

 

The truth is, this shift benefits everyone. For users, it creates control and confidence. For advertisers, it unlocks higher-quality engagement. And for publishers, it enables better yield and safeguards trust in premium environments.

 

Regulation is rising. Reputation is on the line.

 

We’re already seeing enforcement ramp up in multiple markets, and regulators have made it clear that vague or bundled consent won’t pass muster. But even more urgent than the regulatory pressure is the reputational risk. One misstep, one poorly explained signal, and you can lose hard-earned consumer trust.

 

It’s time for the industry to grow up. Responsible marketing isn’t just about ticking boxes; it’s about designing systems – and experiences – that put people first.

 

At Utiq, we enable this by combining Telco-powered infrastructure with rigorous privacy standards. We never collect or share personal data. We don’t rely on invasive tracking. And we don’t operate in the shadows. We offer a new model: authentic, transparent, and fair.

 

“We need to secure people’s consent to let brands engage with them on their own terms – and only for as long as they wish that consent to remain in force.”

 

A better internet is possible

 

If we want to preserve the open internet – an internet that funds journalism, fuels culture, and supports a vibrant creative economy – then we must earn back the trust that was lost in the third-party era. That means demonstrating respect, giving users control, and showing the value of good advertising.

 

The good news? We have the tools. With deterministic signals, interoperable infrastructure, and a consent-based approach, we can create a new gold standard – one where privacy is not a blocker, but a builder of better performance.

 

And that’s what Utiq is here to do.