Utiq: Your Choice Stays Yours

Summary

Highlights

• The digital ecosystem is disrupted by intrusive ads and privacy concerns 🤔.
• Utiq positions itself as the new standard for privacy-respecting ad technology 🌟.
• It leverages telecommunications data to create a new form of user identity, bypassing the need for cookies 📳.
• Industry leaders emphasize transparency and user consent in their business models 📊.
• Successful trials show Utiq's model is effective, with high user consent rates of 70-80% 👐.
• This solution aims to balance advertiser needs with user privacy rights 🌐.
• Telcos' collaboration on this project sets the stage for industry-wide adoption 🌍.

Key Takeaways

• Utiq offers a user-centric, privacy-first solution to digital advertising 🚀.
• It uses telco signals to create deterministic identifiers, aiding advertisers while respecting privacy 🔒.
• High adoption rates indicate a successful pivot away from cookie-based systems 🍪.
• It empowers users by giving them control over their online consent choices 🛡️.
• Utiq has received enthusiastic support from both publishers and advertisers 📈.

Overview

Chapters

• 00:00 - 01:30: Introduction and Purpose of Utiq The chapter introduces the digital landscape where online experiences shape our world, providing information, entertainment, and services that influence our lives. However, it critiques the intrusive nature of online advertising that jeopardizes personal data and privacy. The chapter sets the stage for discussing Utiq's role as a catalyst for change in this environment.
• 01:30 - 03:00: Utiq's Consent Service Overview The chapter titled 'Utiq's Consent Service Overview' discusses Utik as an authentic consent service provider. Utik aims to contribute to building a trusted and responsible digital world, which benefits various stakeholders including brands, publishers, and the general public. Key aspects of this vision include enabling brands to connect with audiences effectively, helping publishers derive value from their content, ensuring that entertainment is seamless, making information widely accessible, fostering inclusivity in online spaces, and promoting compliance with regulations.
• 03:00 - 05:00: Challenges in Digital Marketing and User Privacy This chapter discusses the ethical challenges in digital marketing, particularly focusing on user consent and data privacy. It advocates for a model where digital advertising prioritizes user consent and data ownership, ensuring privacy is a fundamental right. The chapter introduces 'Utic,' an entity or concept that embodies these principles and emphasizes user choice in the digital landscape.
• 05:00 - 07:00: Introducing the Panelists and Their Organizations This chapter introduces the panelists and their organizations, focusing on the main purpose of UTI. UTI aims to provide advertisers and publishers with a common identification system for customers while prioritizing privacy. It allows users of mobile networks to consent to be identified on the internet, ensuring that identification only occurs with their consent.
• 07:00 - 10:00: Discussion on Advertising Industry Challenges The chapter opens with an introduction to the topic of consent in the context of the advertising industry, emphasizing the ability of consumers to remove consent anytime. This sets the stage for a panel discussion involving key industry figures. The guests, Mark Brassel (CEO of Tic), Nura de Andres (representing Telica), and Jose L Nun (Chief Strategy Officer of Unid Editorial), are introduced, each bringing their unique perspective from leadership positions in various companies, including a brand using specific technologies, strategic operations in newspaper editing, and insights from a media company.
• 10:00 - 13:00: Utiq's Role and Solution for Industry Challenges This chapter introduces the topic of Utiq's role and solutions for industry challenges by discussing its position in the value chain, specifically as a provider of AdTech. The discussion, taking place during an expansion in Spain, is set to cover various aspects of the industry's value chain with input from different representatives including Mara from Elmundo.
• 13:00 - 16:00: Benefits for Brands and Publishers The advertising and digital marketing industry is at a critical juncture, described as a 'perfect storm' of various factors converging. While challenges exist, there is optimism about the potential to address these issues. A key focus is on the importance of consumers in this evolving landscape. The speaker, Mark, emphasizes that failing to respond to these shifts could have catastrophic consequences for many stakeholders in the industry.
• 16:00 - 19:00: Comparison with Other Identification Systems The chapter discusses consumer distrust in the use of their data online, highlighting the issues within the industry related to long-lasting profiles and non-consented data collection. It mentions that such practices are non-compliant and are increasingly being scrutinized by regulators, although much work remains to address the problems in marketing practices.
• 19:00 - 23:00: Trial Results and Market Expansion The chapter titled "Trial Results and Market Expansion" highlights the unsustainable misuse of consumer data. It references a recent incident in the US where data misuse led to an inappropriate marketing situation involving someone in chemotherapy. The chapter also discusses the significant influence of major players in the industry, referred to as W Gardens, who are excelling at integrating their data resources.
• 23:00 - 27:00: Trust and User Privacy as Key Components This chapter discusses the distribution of digital marketing spending and consumer attention. It highlights that while 70% of the digital marketing budget is allocated to walled gardens, such as major tech companies, only 30% is directed toward the open web. Despite this, 70% of consumer attention is focused on the open web, indicating a disparity between spending and where consumers are actually engaging. The chapter also touches on challenges faced by publishers in the open web, particularly with regard to pricing pressures and economic difficulties.
• 27:00 - 33:00: Successful Factors and Future Roadmap for Utiq The chapter discusses the challenges faced by Utiq, particularly focusing on the difficulties in monetizing assets and the problematic behaviors of numerous adtech players in the open web. These players are engaged in non-compliant and non-consented practices, creating a "Gray Zone" that is concerning. The author expresses pessimism about the current state of digital marketing and indicates an ongoing search for solutions to these issues.
• 33:00 - 43:00: Final Thoughts and Future of Digital Advertising The chapter discusses the issues and challenges faced by publishers in the digital advertising space. One significant problem highlighted is the declining CPMs (cost per thousand impressions), which affects publishers who rely heavily on advertising for revenue. The conversation also touches upon the evolving landscape of digital advertising, particularly challenges related to the use of cookies.

Utiq: Your Choice Stays Yours Transcription

• 00:00 - 00:30 [Music] in times where digital experiences have changed the world online and offline where the internet has taken us beyond our imagination giving us information entertainment and services that impact the way we live but our online world is shattering with intrusive and repetitive advertising putting personal data and privacy at risk that's why we want to be a catalyst for change
• 00:30 - 01:00 utik is the authentic consent service and together we want to build a trusted and responsible digital world for everyone a world where Brands can reach people at scale where Publishers can find real value In Their audience where entertainment isn't interrupted where information is accessible to all where online spaces are inclusive and reg ulations work in
• 01:00 - 01:30 your favor a world where you come first where digital advertising is founded on respect for consent a world where data remains your own and privacy is your right this is why we exist this is utic your choice stays yours
• 01:30 - 02:00 [Music] yeah so as you can see uh the main purpose of UTI is to provide advertisers and Publishers with a common identification for customers but with privacy as it hard so P customers users of our mobile networks can provide their consent to be um identified on the internet and if only if they Prov their consent that happens
• 02:00 - 02:30 and they can remove the consent whenever they want but I can explain it a lot better if I invite to the stage our uh three guests today uh please come to the stage have uh Mark brassel uh from tic he's the CEO nura de Andres from telica representing a brand that is using U today and Jose L nun who is the chief strategy officer of unid editorial who is the editor of new newspapers like
• 02:30 - 03:00 elmundo Mara and expansion in Spain welcome welcome very much thank you very much okay so uh we have here a great lineup with uh all the value chain basically we have the uh UTI as provider of at Tech um publisher and brand so let's start the discussion um starting from you know the basics from from the top you
• 03:00 - 03:30 Mark uh what are the main uh challenges or the main um developments that are shaping the advertising industry today um digital marketing industry well I'm a natural Optimist David but what is happening today is is we are at the Tipping Point I feel like we almost in a perfect storm of a lot of things coming together and if we don't fix it is going to be catastrophic for a lot of the actors let me start with the most important is our consumers
• 03:30 - 04:00 um consumers are have never distrusted more the use of their data uh online and and rightly so I think what we see out there in industry is long-lasting profiles non-consented uh data uh is stitched together and it's just very non-compliant and um Regulators are more and more looking into it but I still think we have a lot of cleaning up to do uh of the swamps of marketing because
• 04:00 - 04:30 this is definitely not sustainable your data cannot be misused and in the US two weeks ago there was a ruling of somebody who was in chemotherapy and then weeks later got uh funeral services promotion I mean these type of things is cliche but it it happens every day uh with data so that's the consumer part then there is the world of the W Gardens uh big dominant players who who who actually have doing a really really good job in stitching their own graph together but
• 04:30 - 05:00 doing so they take uh a lot of the digital marketing spent out there uh 70% of the spend goes into the wal Gans while the open weap is 30% uh of the spend but in terms of attention 70% of consumer attention goes to the open web and I like there is representatives of the open web here with a publisher I think Publishers are suffering all over uh prices are are sort of slammed down and
• 05:00 - 05:30 having difficulties in monetizing their assets and So that obviously needs to be fixed as well and then there is the whole Gray Zone of attech players there is thousands of attech players operating in that open web fighting against each other and doing very very non-compliant non-consented things and that worries me a lot so we're trying to find a solution for that we we we'll come to to that in a minute but I I in general I'm actually very pessimistic on the state of digital mark Mar as it stands today yeah yeah
• 05:30 - 06:00 it's it's a bit uh disconcerning so um J what what do you see the problems um or the challenges that you have now as Publishers well uh what we've been facing in the past years is that cpms as Mark was saying are going down and we are uh primarily an Advertising based business uh and the thing is that we were talking about how cookies are going
• 06:00 - 06:30 to disappear and the fact is that cookies are already disappearing there are H browsers like Safari like Firefox and those kind of browsers that already have a lot of limitations on on cookies and that makes any targeting on our audiences very very limited that makes the for advertising very tough to Target uh on our on on those kind of audiences and and we've seen it and we've seen it very clearly how in Chrome you have certain cpms and in in the other browser
• 06:30 - 07:00 you have much lower ones that's for us is a problem and what we're seeing is that once Chrome deprecates cookies we're going to be in the same situation but at the at the worst part not at the best and that's from from one point of view and and the other one is that ER even though we are the ones that have the relationship with the with the user uh we are not the ones usually that can control that relationship because as as Mark was saying there are many actors in the in the ecosystem that are doing
• 07:00 - 07:30 Shady things uh and uh and that makes quite uh hard to to keep uh track of everything that's going on on our pages and and also it's it's it's really important for us this uh privacy this consent this having a control of that relationship with the user for us is basic so those are the the main challenges we we're facing a problem with the revenues that we're we're uh see that will happen after after the
• 07:30 - 08:00 cookies disappear and uh and that relationship with the user we we need to recover the control and and keep uh having a good use of it yeah again is is it doesn't look a very promising scenario so Nia from from the Brand's point of view what are the main challenges that we have in this space well I would say that Brands build their business model on a client Center approach and so data driven marketing is at the heart of our business so data is
• 08:00 - 08:30 key for advertisers we live in the area of in the era of addressable media AI Dynamic content optimization customer data platforms but at the same time we live in a moment um in a context that Brands within the advertising uh World they have um a situation of uh the advertising trust it's like the perfect storm mentioned earlier no about data privacy legislation about wall Gardens
• 08:30 - 09:00 about fake news Bots big Publishers changing the or adapting the business model to preserve their independence and free speech um so there is a lot going on around this and it's true that third party cookies disappear in areas but in in the biggest H Spectrum um when Once third party cookies uh removal there's going to be a huge impacts in in how we
• 09:00 - 09:30 see Market marketing today so as an Essence uh the key challenges is going to be from a measurement from the attribution model the budget allocation how we the efficiency of our campaign so the targeting and retargeting are multip multiplica the cost conversions in our campaigns and the frequency but not only uh so the brand safety of Our Brands in terms of of how we measure the ad fraud
• 09:30 - 10:00 or ad verification so I think the hole is is challenging yeah and also when when we look at this from a um from the Telco industry this seems a quite complicated industry and full full of challenges so congratulations to the three of you for being able to navigate through all those challenges so Mark what does you think bring to the picture how how can we help uh the industry solve all these all these challenges yeah so just to be clear I talked a
• 10:00 - 10:30 little bit about negative uh atmosphere around digital marketing but I'm I'm a hopeful guy so I think I think we can we can fix it and definitely Nua when it comes to cookie deprecation um there is need for an alternative to uh be doing effective marketing and what we propose with d is to do that in a responsible and interested way so first of all maybe a quick word on why Telos uh David because um if you look at what is needed uh to fix the issue is you need a
• 10:30 - 11:00 customer touch points and you need it at scale and you need it in a very deterministic way so there's a lot of probabilistic guess word out there with ID providers but if we want to have all those three then you automatically come with the tel Co and I don't have any credit for that it's the shareholders that came together and created this idea of using the Telco signal as an identifier going forward that is deterministic multiplatform and at scale and and to be trusted so the Telos have
• 11:00 - 11:30 done an amazing job I think working together to form the project and I think it speaks to the fact that uh yesterday was at the panel as well of the four CEOs saying we need to collaborate to innovate together this is a great initiative and actually proves that the industry can work together um so what we do is we use the Telco signal uh obviously content based so I'm I'm going to give you an example so you get to a website you go to elmundo or any of uh my friend's website here and uh you get
• 11:30 - 12:00 a Content popup you agree as a consumer that um we can use your Telco signal as an identifier we ping you a Telo provider we know what subscriber you are what what V whether it's Vodafone or telica for let's assume it's a telica user of course um we get in return a pseudonymous token and that token we turn into we encrypt it and we turn it into a a pass that is persistent and that's going to help us with Publishers
• 12:00 - 12:30 uh I don't want to go into the technicalities because we have a video on that but that's going to help us Publishers to uh consider that pass as a sort of a first po token first party um cookie that you can then use to enrich uh your profiling and do all of the things that you need to do to monetize your assets and the adtech pass is a second encrypted version that goes into the bidding system and that allows us to do the matching so it's actually a persistent ID that is fully consented uh
• 12:30 - 13:00 because consumers agree to that and to be fair because the question could be how many consumers opt into this and so depending on the country and depending on the websites we see between 70 75% 80% acceptance rate so that's that's really good and that's that's really uh good to see that adoption um and then uh we do that obviously at scale but we need to grow and that's our challenge today of course we need to have more publishers uh we need to have some more operators
• 13:00 - 13:30 in in Spain um but that is the work we are we are doing at this this point in time so making this world a more responsible and trusted um environment and if I think we have a video um yes yes I can do you want to show it now let's show it now let's go U is a European adtech company that delivers a Telco powered authentic consent service to enable responsible digital marketing where people are given
• 13:30 - 14:00 control and choice over their privacy our service does not grant us access to anyone's Telco data so how does UTI work by putting people first it all starts with managing consent simply and unambiguously Via a UTI popup on relevant brand or publisher websites UTI's consent pass solution allows for the delivery of personalized experiences without authentication or access to users
• 14:00 - 14:30 data these secure signals work cross browser and cross device offering accurate addressability at scale whilst embracing the toughest privacy standards once a user gives consent utik makes an API call to the user's Network operator to ask for a Network signal that corresponds to that connection utic has no means to identify the user or any other data from the Network signal and no Network signal information is shared with any participant in partner or
• 14:30 - 15:00 website with the network signal a consent pass is created the pass is a value connected to the Network signal and is represented by a unique code a random sequence of numbers and letters the Utch consent pass service is completed with two consent pass signals a MCH pass and an adtech pass the MCH pass is a consent pass that remains active for 90 days on the website where consent was given this pass serves marketing use cases including site
• 15:00 - 15:30 personalization analytics and audience creation the adtech pass is a dynamic pass that enables customized digital advertising and it's only accessible by Brands and websites who are uck Partners the multe pass and the adtech pass come from the unique consent pass ultimately enabling personalized digital marketing and advertising experiences finally on the consent Hub an easy to navigate and centralized portal we give users real control over their privacy the ability to withdraw
• 15:30 - 16:00 consent with a single click this is utic your choice stays yours yeah so what is amazing is that you go n you know browsing on the web you give consent you don't you never remember where you have given consent but with UTI you can go to a centralized place where you see all the websites where you have given consent and you know keep it or reject it so that gives
• 16:00 - 16:30 you a lot of control as a customer so let's talk now about the benefits um so Nia what what is the benefit for for the Publishers here uh so on an advertising perspective when uh Brands uh own assets such as websites and apps are like the main interest for clients and potential so Brands start by granting the user a full control over their preference through the consent Hub than then they use take pass connects with the digital
• 16:30 - 17:00 advertising space by protecting the the privacy and enabling for better uh media experiences I think that's uh that's uh that's key for us no that's key for how we want to to involve also the the industry no and the so an advertising perspective I think that's that's key for us yeah I can see and what what about the Publishers what are the key benefits well for us uh once the the cookie disappears that uh way of
• 17:00 - 17:30 communicating between the The Advertiser and and the publisher of targeting on finding the the audiences they they need uh disappears there in the past years there are several Alternatives that have been coming up there's one that we still don't know how it will work H it will certainly work in some way and it's the Google's solution but there are others the the universal IDs that are usually based on on hashed emails and on on
• 17:30 - 18:00 people navigating logged in the in the websites in the in the newspapers and uh unfortunately for us uh there's a very very small percentage of users that navigate that way it's about between 3 and 5% usually and and that makes it a solution that doesn't really cover our needs because only 5% of the of the audience would be uh available for for targeting so here comes youti and you
• 18:00 - 18:30 think brings a solution that covers all users that are uh browsing our our websites using a mobile phone and that's about 60 70% of our audiences so suddenly you have addressability of 70% of the of the audience and that that that's the the game changer from going from 35% to being able to really Target again in a massive scale that's what the what the advertisers need yeah so let's talk about this Mark compare with other
• 18:30 - 19:00 ID systems uh that rely on personal information such as email addresses or any other solution in in the market how does you take compare what what would you say is the the main differences yeah I don't I don't want to Bash Too Much on competition but but I I I still can this is your opportunity because because you have given already some of the answers I think um some of the ID graphs out there are uh very probabilistic so it's it's guesswork um what we do is very deterministic some of the ID uh
• 19:00 - 19:30 Solutions out there have been in market for 5 years 7 years and one they don't have the scale yet we want to bring the scale to to to uh to utic and two they are still based on third party cookies uh imagine so today we've seen also in our test we're going to talk a little bit about a test that third party cookies still play a super important role and sort of sucks a little bit the energy out of our valuable prop position but give it a couple of months give it
• 19:30 - 20:00 till the end of the year it will happen it needs to happen third party cookies are not a reliant uh alternative so then obviously we we bring the deterministic nature and at scale that that is provided out there and lot sorry we have a date now for third party cookies face out or or don't we if I would have a glass ball I would not uh I would not bet anything on it but let's assume that by the end of the year you will see increased deprecation right and then last but not least it's the what what hurts me even more at my age
• 20:00 - 20:30 because I've been in this industry for 30 years it's the it's the non-consented audience that are still used every single day to build identity graphs that are not compliant yeah and that are that The Regulators should really really go after and they should attack it and so because it all starts with you and me consenting to what you what you what data you want to share and that's why we say your choice stays yours and so if you can do that in a a really consented way way you can create critical mass you
• 20:30 - 21:00 can do it deterministic and you can add value for Publishers for Brands and for consumers that's actually what we what we try to achieve and that's all of our differen shaders in one and last but not least a really important one for both of you is the ad fraud I mean is the elephant in the room that there's so much non-human traffic on on all of these websites um fraud and so and non-human traffic have one thing in common they don't have telephone numbers so we can actually
• 21:00 - 21:30 through our system isolate ad FR and we see on some websites it's 15% on some websites go up to 20% 20% of so imagine imagine as telica you have your budget you fought hard with you managed to get your brand budget and then you want to spend it and 20% of that goes onto Bots that nobody that not not real people that have not seen your ad so again that goes out and then last last but not least don't forget that today we have already a lot of audience in Safari and Firefox that is not addressable right so
• 21:30 - 22:00 we we are not brass dependent so we we address audiences in a in an in a in a very deterministic way also in Safari and Firefox and that that sort of helps the addressability that media planners are looking for and if I can add that um for Brands it's great to really conduct People based marketing based on individuals yeah so uh I think that's that's key when we are looking at the U passes and how we manage is because we cannot forget that advertising is based
• 22:00 - 22:30 on a scale is based on volume and and uh segmentation and we need an ID solution um with the power of scale so I think and that's great for advertisers to see this people marketing uh based on on individuals and the scalability that this solution might might have for the industry know I think that's key yeah so so Mark talk about a trial that that you're starting can you give us more information yeah we run the the first
• 22:30 - 23:00 INF field campaign with uh with the UT here in Spain it was in early January for a five-week campaign uh for the mob star brand so um this first infield campaign has successfully accelerated adoption among major Publishers such asoral Bento I and among eminent uh sites as Mundo Mar expans uh the trial the first te field campaign was focus on reach and frequency also some conversion
• 23:00 - 23:30 rates and viabilities uh we could see that uh a prominent this People based targeting um increased the frequency campaign almost 50% versus cookie management today uh is also good that in terms of cooky less environment with uh Safari and Firefox we have thanks to U an incremental rate of 33% of our served Impressions right and so we are are moving and please take in mind that we
• 23:30 - 24:00 are talking about 8 months old and mobile only but it's just we are talking about 150k daily uses growing faster into 250 300K um tic passes so more or less there is an estimation about from 8 to 10% of the ad inventory is Udi pass today so apart on a specific uh results we are happy because we see the flavor of um of uh incredible adoption and
• 24:00 - 24:30 scalability of this solution across the industry and I think that's that's the key for for for us to keep pushing telephonic ass advertising with the Publishers with our media agency with havs with uh UTI all pushing the industry because it's still not ready today for a cookless activation we work in a hybrid model cookies and IDs and the tech stack is still uh very much driven by the cookie so
• 24:30 - 25:00 there is a lot in this new era that we need to push all the industry and all the tech stack solution to really understand the ID in order to be ready to this new era yeah so in sumary you you get a lot much better transparency about what is really going on with your campaign because you have this the terministic ID and and you can see the scaling when more Publishers are are adopting it right for sure I think that uh U put the user first so it helps a lot for the transparency
• 25:00 - 25:30 and the control and um imagine that in the mayor Big digital players uh in volume and scale they work in a in a non-transparent model so this W Gardens uh so U brings transparency across the whole customer Journey so it help us to get better measurements better personalization through the content and so better Roi at the bat so also branding metrics no yeah and also at the
• 25:30 - 26:00 same time this is very very careful with the privacy of the user which is as customers as consumers we we also love that right when we when we go to your website to the mark so we like to be consented right to be asked if we're giving consent how are you using the the um the U service in in Marka what's the what's experience to be honest up to now this experience is very very small because
• 26:00 - 26:30 it's only telica that has been making a any investment through through UTI for us uh how we set up things and how we we make things happen uh the the best thing was that it was quite easy once there was an integration and the integration was was quite simple ER setting up the campaign for us was uh pretty pretty simple so that's that's always good because if we wanted option we want things to be as similar as they were uh
• 26:30 - 27:00 before and and as similar as as as things have been uh up to now uh so from my point of view it has been it has been quite successful and hoping that there's more adoption and that we start having more and more campaigns with the with the ID with the utique ID yeah one of the keys for brand adoption and more brand uh purchasing campaigns using this system is the wide avail ability of Telco signals so Mark you've been
• 27:00 - 27:30 working with vone deutche Telecom telica and also orange uh what how's the experience are you getting uh enough uh Telco signals in enough countries what is your what is your um your forecast for for the next few months regarding this so we're ramping up right so we have just been in market for uh 6 months uh in Germany France and uh hardly 6 months in in Spain so we still need more operators coming on board that's one uh
• 27:30 - 28:00 two uh we need to move from uh Wi-Fi to sorry from Mobile to fixed because as you know 70% of um of of visibility sits on mobile but 70 of 70% is Mobile on Wi-Fi networks at home so we need to be able to capture that as a a as a household ID so that's our our next BX acceleration and then last but not least in in some of the markets because we talk a lot about the shareholders but but we also have a contingent of Telco
• 28:00 - 28:30 operators that are non- shareholders so we also work with uh with other Telco operators just like in France we have orange but we also work with sfr we work with buy and there's a fourth one that we are uh in the last phase with so but if you have those those operators you cover 100% of the market and that's the key to you know everything in atch it's about scale so we need all the operators or at least 80 85% of the the market uh to to sort of create that scale and then
• 28:30 - 29:00 we need to go from uh mobile to Wi-Fi fixed and then in a future State we're going to include TV because that's also like from a from a brand perspective that multiplatform aspect to have a persistent idea across those three form factors is is going to be very interesting as well yeah I think um the the good news is that there are um great Winds of collaboration among Telos and as I said before UTI is not the only um opportunity that we're pursuing coll
• 29:00 - 29:30 collaboratively and you were mentioning that the four CEOs of of the European Telos yesterday were talking precisely about that in the same uh table the same Round Table talking about how can we collaborate and that really passs the way for um more uh UTI um Telos joining so that that will be that would be great and something that is key for us for the Telos is the user um being protected and
• 29:30 - 30:00 the user trust we have uh fantastic brands that we don't want to spoil no matter what and when we decided to launch utique uh we thought that this was uh the perfect story for the market saying look we are being very responsible with customer data but yet we are enabling the digital ecosystem to to improve and to get rid of the the big um OTS that are currently you know
• 30:00 - 30:30 holding all the power so um Nia maybe you can talk a little bit about how important is trust for for a brand maybe it's that's an easy question but how why is that so important when you are using some kind of identification system that this identification system is is not you know something shaty or whatever okay well I I said as I said earlier no when when when you start with your own assets your websites and apps and start by
• 30:30 - 31:00 granting the users the control their preference then you go to and Link that information that they they can opt out at any time so you take is user first so they can opt out at any time and you go to the digital Space by securing their privacy and enabling media media experiences so Brands give real power to to the users and so digital landscape as we said earlier as as much adoption as we can get from from the utique more uh
• 31:00 - 31:30 more stability and more uh media experiences can we get because advertising uh ecosystem is more often see as uh intrusive and uh like PR or personal data exchange for business so when third party cookie disappear I think that sustainability at the advertising industry uh has the power and the hand to to select a a global
• 31:30 - 32:00 solution that puts privacy at the heart uh of the solution to really become uh great and uh the solution really become available for the users to really understand and move that perception of intrusive to really uh value uh brand media experiences no yeah and the reality Mark is that users are are consenting right we we have you you were giving the the statistics for what is it 70 80% of you yeah so depending on the
• 32:00 - 32:30 country and depending on the website it it sits between 70 75 80% uh acceptance rate which which is really good yeah yeah that's that's really that's really great and Jose besides user consenting what are the other key success factors do you think for for UTI I think that uh one of them is uh the adoption by the the rest of the attech uh ecosystem of the of the solution uh in the end we have two three
• 32:30 - 33:00 major dsps that manage uh most of the investment in in advertising and we need those those dsps ER eventually to to support the the solution so I think that would be one of the of the major uh success factors and the second one at least from from my point of view uh even though our assets Mar expansion and Mundo are the biggest or or some of the biggest newspapers in Spain we're also
• 33:00 - 33:30 very large in other countries especially in us and and latam and uh we need uh in the end if about 50% of our traffic comes from those countries we need to eventually be able to have that kind of solution also in all those countries so an international expansion by by for us is is really relevant beyond the European Union so for us those would be the two success factors one the dsps and
• 33:30 - 34:00 the adoption by dsps as a SP of of the solution because that will enable the the market I think that in Spain we already most of the major Publishers are there or are almost there so there's enough reach there's enough audiences but on the other side we also need to for UTI to evolve and to grow for to more countries so that we can use it as a a really a single source for all our targeting Solutions so there's your road map Mark for the next few years you're
• 34:00 - 34:30 good it mine too yes yes that's uh that's great information thank you uh so so talking about the future Mark how do you see um um the advertisement industry 5 years from now and what will be the role of UTI in shaping it wow that's that's a that's a long way out but um can I dream uh yes you're allowed let's dream so so we I with you think we have the ambition
• 34:30 - 35:00 to become a global attech player uh I would love to see uh the expansion that uh Jose Lise talks about and uh we always say we are the start of a movement and the movement involves uh first of all the Telos so we in today yesterday tomorrow I think we talked to more than 20 Telco operators who all are super enthusiastic to have Tic in the in their Market uh that's a conversation we will have as
• 35:00 - 35:30 a shareholders uh but I think the the adoption by Telos in other markets is going to be critical and they are very open to do that two uh to J point I think is absolutely right the attech stack the ssps the dsps we are super dependent on them however the conversations take a little bit of um of of time because they most of these players are used to do whatever they need to do in terms of stitching or in terms of integrating it into an ID graph
• 35:30 - 36:00 and that's absolutely against our principles because we are gathering consent together with the publisher to certain use cases actually we are we are have to earn the trust of the Telos to treat those ten syens in the right way so if you then integrate in an atex Tech with a DSP that or in an SSP that sort of say screws the whole thing up and does the stitching uh with non consented data we are back to square zero so we
• 36:00 - 36:30 need to be really really strict in those Integrations and that takes a little bit of time and awareness then the next big thing it's my dream is I want to be the the partner in the front of these guys because the wall Gardens are eating eating the margins away from Publishers and I'm very very purposeful driven in the sense that if I want to achieve one thing it's the that the open web is not shrinking that the open web is is is growing because these Publishers they deserve the right to be there because it's a
• 36:30 - 37:00 it's um freedom of opinion it's diversity of opinion we need that in a democracy I don't want to leave a World Behind where my kids view on the world is what Google Tik Tok and and and Facebook tells them what the view is they need to have access to information to diversity of information and sort of if we can facilitate that if we can be the friend of the open web and the defender of Publishers and let them make the money they deserve then I think we we have we have a really purposeful
• 37:00 - 37:30 Mission yeah that's also very very important for Telos to to enable the open way to enable the diversity in in Internet and to make sure that everybody has their voice uh that's incredibly important no I was I was just about to add that also on a brand perspective I think that there is also a challenge about a long list of tech and data providers in between that are separating no the the S side the publisher and the buying side The Advertiser so by by this solution gets back the power
• 37:30 - 38:00 to the publisher that they know better than anyone their audiences and get close the advertiser yeah reduce the you or increase the user confidence so I think that's a win-win for for the publisher that they gets back the control and and not that too much intermediary cost because they get back the the strength and The Advertiser can can get more of that yeah so we are becoming optimistic we started with a lot of pessimism but we have the solution here so just to finish this if you can give us uh some final words just
• 38:00 - 38:30 one minute or less uh please H can you start what well I I think that uh I I'm really enthusiastic about the solution I I learned about it uh over a year ago when Mark wasn't even in utique utique didn't exist yet I was talking with with William or Bill he was still in bapon in UK and and for me at that point I wasn't in media I was in a consult in firm and for me it was the the solution I saw
• 38:30 - 39:00 that could really H be the replacement for the cookies and and bring again the what what nura said just now bring the control back to the Publishers of their audiences and uh that was over a year ago and I was seeing it with the eyes of a consultant now that I'm inside of the of the market I still see it that way I think that these kind of solutions uh are going to be very useful and very helpful for us we need to be able to
• 39:00 - 39:30 take advantage of them and it's not easy because we need to to change the way we do things internally the change we sell the change we we interact with the with the advertisers and the agencies but I think it it will help us and and I I'm very optimistic about it excellent nudia wow um well uh I think that you take uh for us I think is is key for advertisers to to Really rebuild and uh as as we said advertising is about volume and
• 39:30 - 40:00 it's about scale so getting back to the to the to the users the power to control what they want to see and connect that with the possibilities that we can do in the in the advertising ecosystem really makes the difference no by reducing the Gap by reducing uh so we can work on on really built uh um meaningful experiences in that in that area no so I think that our would encourage Brands to to prioritize the ID uh solution because
• 40:00 - 40:30 as we said the industry is still not ready so let's take a look at the at the ID solution and um we would see we would uh uh we will continue pushing utique as an industry standard because we do believe that a industry ID solution because we need a scale and the power of scale center around real consent and transparency powered by Telco industry that is independent and no uh
• 40:30 - 41:00 monetization uh data exchange or or business behind is really the key and will help the advertising industry to go into this Z yeah yeah I think um we are set for a lot of change in the next few months and and years and you think will definitely be a player there mark what are your final words more than I said already is like I think let's start a movement we want to create uh a responsible and trusted digital marketing world and that we can't do on
• 41:00 - 41:30 our own we can facilitate and we we say a lot we are enablers um but we need our Brands to support us we need media agencies to support us because it's not about getting to the best results it's getting to the best results in the most compliant way and today a lot of data that is not compliant is used in in a lot of media plans and there's a liability that comes with it and I think more and more brands if I look at World Federation of advertisers and a lot of
• 41:30 - 42:00 these organizations are stressing more and more the liability of clients what data are you using what data providers are you using what what data Brokers are you using what is the source is it consented so working working towards a more responsible and trusted world and it's starting a movement and we want to just light the fire enable the fire and blow in the fire but we need the partners to come with us we need Brands Publishers and definitely the attech partners to work with us and I think that's what we're trying to achieve and I think we on that we on that Journey um
• 42:00 - 42:30 David but it's a marathon and not a Sprint yeah it's been uh and it's been already a a very nice Marathon I've been since the beginning for for us Telos this is a as I said at the beginning a very great example of how when you expose capabilities anything can happen I mean we expose the ID and then you have uh behind an entire industry you can revolutionize an entire industry such advertising and you solve
• 42:30 - 43:00 some of the problems of Publishers some of the problems of advertisers and and you bring value to to the society so so that's the power of of exposing our capabilities so thank you very much guys it's been a pleasure uh thank you for coming to Barcelona and let's see next year we'll we'll meet here again and see what what has been the progress let's do it thank you thank you everybody