Leadership at Cannes | The Future of Identity and Consent

Reimagining Identity, Consent, and Audience Addressability in a Cookieless World

 

By Will Harmer, Chief Product Officer, Utiq

 

The phase-out of third-party cookies forced the digital advertising industry to rethink the very foundation of how we approach audience targeting and measurement. For years, third-party data was seen as the key to personalised, scalable advertising. But as privacy regulations tighten and consumers demand greater control over their personal data, the old ways of targeting are no longer viable. The question now is: what comes next?

 

“It’s not about finding a replacement for third-party data, it’s about a new, consent-first approach. Everything starts with the user giving consent. It builds trust and a relationship with the consumer and therefore a better value exchange.”

 

At Utiq, we believe that the future of identity and consent lies not in trying to replace third-party data, but in building a better, more responsible framework for engaging with consumers. This new approach starts with securing explicit consent — ensuring that users understand what data is being collected, how it’s being used, and most importantly, giving them control over it.

 

The need for consent-first identity

 

The traditional model of identity in digital advertising has been built on the assumption that user data can be collected and aggregated without much transparency or user control. But with the increasing scrutiny of how personal data is handled, this model is no longer sustainable. Consumers are no longer willing to be passive participants in the data economy. They want to have a say in how their information is used.

 

This is where Utiq’s consenthub and consentpass come in. By providing consumers with an easy way to manage their privacy preferences, we give them the power to decide when and how their data is shared. Our Consentpass – a secure, Telco-powered, user-consented signal – allows for deterministic audience targeting without relying on invasive tracking methods like third-party cookies or fingerprinting. This approach ensures that we can deliver highly targeted advertising that respects privacy and fosters trust.

 

“The industry is focused on automation, efficiency, and measurable impact – but what we should be talking about is how to earn and engineer consumer trust in this automated, cookieless future.”

 

By focusing on consent and privacy, we’re not just focussing on meeting regulatory expectations; we’re building the foundations for long-term consumer trust. With Utiq’s tools, advertisers and publishers can collect first-party data in a way that is transparent and compliant with privacy regulations, all while offering users the ability to control their data at every step of the journey.

 

The shifting landscape of identity

 

As we move towards a cookieless world, the role of identity is undergoing a major shift. Traditional identifiers – like cookies – were never a perfect solution. They were prone to fraud, lacked transparency, and often failed to account for the complexity of modern consumer behaviour. Now, with the increasing demand for privacy, we need a new kind of identity model – one that is both accurate and privacy-compliant.

 

Utiq’s approach to identity is rooted in real people, not impressions. Through our Authentic Audiences model, we use Telco-powered, user-consented signals to create a deterministic identity that can be used for accurate, cross-device targeting. This model not only ensures that advertisers can reach the right people, but it also provides a level of transparency and accountability that has been sorely lacking in the industry.

 

The key difference between Utiq’s identity model and traditional third-party data is that it is fully consented. Users are in control of their data, and brands can target audiences based on real, consented signals – not probabilistic guesses or third-party assumptions.

 

Privacy as a competitive advantage

 

In a world where privacy is becoming a central concern for consumers and regulators alike, companies that embrace a consent-first approach will gain a significant competitive advantage. The brands that win will be those that can build trust with their audiences, offer clear value exchanges, and ensure that privacy is respected throughout the entire advertising journey.

 

At Utiq, we’re committed to helping brands and publishers unlock the power of first-party data, without compromising on privacy. Through our consentpass and Authentic Audiences, we empower advertisers to reach real people in a way that is both privacy-compliant and effective. This is the future of advertising – one where consent is at the heart of the process, and where user trust drives better outcomes for all parties involved.

 

The evolution of audience addressability

 

As we look to the future, the evolution of audience addressability will be one of the key challenges and opportunities in the digital advertising space. Traditional third-party data was never a perfect solution, and the industry’s shift toward a more consent-driven approach is long overdue.

 

At Utiq, we’re leading the way by providing advertisers with the tools they need to target authentic, consented audiences with precision, all while respecting privacy. This new approach to addressability will not only help brands build more effective campaigns, but it will also create a more sustainable and ethical advertising ecosystem for the long term.