Visoon Integrates Utiq's Consent-Driven ID for Cross-Platform TV Advertising
Visoon, a joint venture between Axel Springer and Paramount, is integrating Utiq's consentpass technology into its TV and big-screen offerings. This marks the first use of Utiq's consent-driven identifier system in the TV ecosystem, spanning Hybrid Broadcast Broadband TV (HbbTV) and Connected TV (CTV) platforms.
The integration allows for cross-device identification across multiple viewing environments, enabling advertisers to access deterministic addressability and cross-platform measurability. Visoon's portfolio of HbbTV, CTV, and streaming services will now have cross-device and cross-environment identification capabilities.
Utiq, in partnership with Visoon Video Impact, is introducing this consent-driven identifier system for television advertising environments. The system is built on Utiq's consentpass, a privacy-first identifier that operates on active user consent and verified telecommunications signals. It converts network data into secure, pseudonymous signals only after explicit user consent. This addresses technical challenges in addressable advertising across linear television, streaming services, and digital environments, while maintaining compliance with data protection regulations.
For publishers and platforms, the system provides a framework for maintaining digital sovereignty while allowing users to control their data through active consent mechanisms. Utiq collaborates with European telecommunications providers to make this possible. Although specific provider names were not available, the partnership aims to enhance user privacy and data control in TV advertising environments.
Visoon's integration of Utiq's consentpass technology enables advertisers to track user engagement across television and digital channels. The system verifies incremental reach through a neutral partner, ensuring compliance with data protection regulations. This marks a significant step towards maintaining digital sovereignty and user control in the TV advertising landscape.
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