Utiq and Visoon bring privacy-first identifiers to the big screen
Utiq has partnered with Visoon Video Impact to launch a breakthrough in addressable advertising for the TV environment, introducing a Telco-powered, consent-driven identifier for both HbbTV (Hybrid Broadcast Broadband TV) and Connected TV (CTV).
This partnership extends Utiq’s consentpass into the TV ecosystem for the first time, enabling advertisers and agencies to achieve deterministic addressability, cross-platform measurability, and trusted user engagement across linear television, streaming, and digital environments.
Consent-driven by design
At the core of the solution is Utiq’s consentpass — a privacy-first identifier based on active user consent and verified Telco signals. By working with leading European telecommunications providers, Utiq converts network data into secure, pseudonymous signals only after explicit consent has been obtained. This ensures addressability is deterministic, transparent, and built on real people rather than probabilities.
Integration with Visoon’s portfolio
Visoon, the marketer for TV and big-screen offerings from Axel Springer and Paramount, is integrating the Consent Pass into its infrastructure. This enables cross-device and cross-environment identification across HbbTV, CTV, and streaming services. For advertisers and agencies, the result is verified incremental reach, transparent measurement, and audience addressability at scale.
As Michael Möller, CTO of Visoon Video Impact, explains:
“We are creating a new digital TV offering in which incremental reach in the ATV and CTV segments is verified by a neutral partner in compliance with data protection regulations. With this scalable solution, we combine the best of both worlds: TV reach and digital targeting in CTV, thus guaranteeing optimised targeting of audiences in valuable contact classes – efficient, transparent, and future-proof.”
A milestone for the open internet and TV ecosystem
The fragmentation of streaming and CTV has made consistent addressability a major challenge for advertisers. Browser restrictions and the elimination of third-party cookies have compounded the issue, leaving brands in search of privacy-compliant, scalable solutions that deliver measurable outcomes.
With Utiq’s infrastructure, those challenges are addressed head-on. Advertisers gain a deterministic, cross-platform solution that drives performance and accountability; publishers retain digital sovereignty; and people remain firmly in control of their data.
Norman Wagner, Managing Director DACH at Utiq, comments:
“With this partnership, we are bringing Utiq’s strengths to the big screen for the first time — and demonstrating that data protection-compliant addressability also works in the TV ecosystem.”
Looking ahead
The cooperation between Utiq and Visoon represents a decisive step forward in proving that privacy, transparency, and performance can coexist – not just on the open internet, but now on the most impactful screen in the household.
