News & Insights
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Identity has Outgrown the Media Plan
By Mike Piperakis, Chief Technology Officer at Utiq Identity used to have a fairly contained role in digital advertising. Buyers wanted to know whether they could recognise an audience, reach enough of it to make a campaign viable and continue doing so as familiar browser identifiers disappeared. That framing was useful for a while. But it is becoming too narrow. The same signal can now affect how exposure [...]
August 22, 2026
The Next Scarce Thing in Advertising Might be a Human Being
By Beatrice Lhopitallier, Chief Revenue Officer, France at Utiq There is a clear assumption underneath almost every digital advertising metric: that somewhere, eventually, there is a person. A page loads. Somebody clicks. We call it reach or engagement, and behind those words sits the same implied human. However, that assumption is getting weaker over time. Bots have been part of the internet for years. What is changing is the variety [...]
August 12, 2026
Responsibility is Still the Thing That No One is Responsible For
By Jana Moran, Managing Director, DACH at Utiq Digital advertising has become very good at dividing responsibility. On paper, everybody is responsible for something. Yet the experience produced by the whole system can still be difficult to explain, wasteful and, at times, barely recognisable from the perspective of the person seeing the advertising. We have spent years improving how precisely advertising can reach an audience. The industry now needs to [...]
August 6, 2026
Identity has Outgrown the Media Plan
By Mike Piperakis, Chief Technology Officer at Utiq Identity used to have a fairly contained role in digital advertising. Buyers wanted to know whether they could recognise an audience, reach enough of it to make a campaign viable and continue doing so as familiar browser identifiers disappeared. That framing was useful for a while. But it is becoming too narrow. The same signal can now affect how exposure [...]
August 22, 2026
The Next Scarce Thing in Advertising Might be a Human Being
By Beatrice Lhopitallier, Chief Revenue Officer, France at Utiq There is a clear assumption underneath almost every digital advertising metric: that somewhere, eventually, there is a person. A page loads. Somebody clicks. We call it reach or engagement, and behind those words sits the same implied human. However, that assumption is getting weaker over time. Bots have been part of the internet for years. What is changing is the variety [...]
August 12, 2026
Responsibility is Still the Thing That No One is Responsible For
By Jana Moran, Managing Director, DACH at Utiq Digital advertising has become very good at dividing responsibility. On paper, everybody is responsible for something. Yet the experience produced by the whole system can still be difficult to explain, wasteful and, at times, barely recognisable from the perspective of the person seeing the advertising. We have spent years improving how precisely advertising can reach an audience. The industry now needs to [...]
August 6, 2026
