PRINCIPLES THAT PROTECT US: UTIQ’S APPROACH TO DATA PRIVACY
On Data Privacy Day, we wanted to call out something that really makes Utiq special – something that many businesses do not touch, because they have a “cost”. Today, we’re celebrating the Data and Operating Principles that guide how we do business – everything from technology development to ecosystem partnerships.
In an era where digital advertising often prioritises reach over responsibility, Utiq has led the way by championing a people-first approach. Rooted in its ambition to embrace the very toughest privacy standards for digital advertising and responsible marketing, Utiq’s Data and Operating principles provide a blueprint for building trust and transparency in a rapidly evolving ecosystem. These six principles – data minimisation, consent, transparency, contractual safeguards, accountability, and built-in product privacy – serve as the foundation of our Authentic Consent Service that is designed to respect user rights while enabling effective marketing.
Data Minimisation: Where Less is More
At Utiq, data minimisation reflects the ethos of handling only what is necessary, and only for as long as necessary. We employ the latest technology to limit data exposure using privacy and security techniques that include pseudonymisation and encryption. By limiting data volume and signal lifespan, Utiq not only reduces the risk of misuse but also ensures that every signal serves a clear and defined purpose. This principle aligns with Utiq’s commitment to ethical advertising, ensuring that businesses focus on meaningful interactions rather than indiscriminate data harvesting.
Consent is Everything: Uncompromising Integrity
Utiq understands that user consent should be unambiguous, independent, timely, simple and easily revocable. Authentic Consent forms the backbone of our advertising ecosystem, where we seek to empower individuals to make informed decisions about their data, and truly stay in control. This principle exemplifies our dedication to fostering genuine trust – a stark contrast to the opaque practices that have plagued digital marketing for years.
Transparency Everywhere: Clarity at Every Step
Transparency is a cornerstone of Utiq’s mission to rebuild user confidence in digital advertising. Through clear and open language that aims to simply present our approach, by adopting layered, digestible information, and easy access to privacy tools, Utiq ensures that users understand how their data is used and why. This commitment demystifies complex systems, enabling users to engage with confidence in an ecosystem built on openness.
Contractual Safeguards: Strengthening Data Protections
Our data protection safeguards combine both legal and contractual approaches, by carefully crafting agreements that reflect our privacy first stance, requiring accountability and commitment throughout the advertising value chain These contractual stipulations aim to prevent any potential abuse, whilst also aligning stakeholders to shared ethical standards.
Accountability Always: Embracing Responsibility
True accountability means embracing all data protection requirements – not as a regulatory burden but as a commitment to users. Utiq’s principle of “accountability always” ensures that every actor in the ecosystem we enable, adheres to our high standards, fostering a culture of responsibility that benefits all stakeholders.
Built-In Product Privacy: Privacy by Design
Privacy is not an afterthought at Utiq—it is integral to innovation. By embedding privacy enablement into our design and development processes, Utiq demonstrates that user rights and cutting-edge technology can coexist. This principle underlines our vision for a future where privacy fuels, rather than hinders, digital transformation.
A Trust-Centric Future for Digital Advertising
Utiq’s six data operating principles reflect a profound commitment to responsible marketing. By prioritising user rights, fostering transparency, and maintaining rigorous safeguards, Utiq offers a model for responsible digital advertising that others can follow.
As the industry navigates the transition to privacy-first solutions, Utiq’s approach elevates the value of trust as the cornerstone of digital advertising innovation. Brands, publishers, ad tech and audiences stand to benefit from this vision of a secure, addressable, and trust-centric ecosystem—one where marketing meets integrity without compromise.
