Ströer's OS Data Solutions Adds Utiq Telco ID to Audience Buying on Three Platforms
TLDR
Buyers on The Trade Desk, Equativ and Active Agent can now use Ströer's OS Data Solutions' consent-based Utiq telco ID, and Adform will follow from early 2027.
Buyers on The Trade Desk, Equativ and Active Agent can now use the consent-based Utiq telco ID in audiences from Ströer's OS Data Solutions, with Adform support arriving from early 2027, as PPC Land reports. The number of additional users the ID reaches has not been disclosed.
How we got here
- Oct 19IAB Tech Lab identifies eight ways ad systems limit or overwrite Universal Ad IDs
The IAB Tech Lab has flagged eight ways ad systems (servers, DSPs, SSPs, and agencies) limit or overwrite Universal Ad IDs, calling for audits across data intake and sharing paths.
- Oct 15OpenX data shows supply-side targeting surged to 37% of ad spend, up from 11% in 2023
OpenX reports supply-side targeting growth to 37% of ad spend based on transaction data and interviews, with CTV use jumping 500%.
- Oct 15Triton's audio ad platform integrates Datonics audience segments across 12 countries
Triton's TAP platform now includes Datonics third-party audience segments for demographic, automotive, and CPG targeting in 12 countries.
- Oct 15AdXact DSP Gains Programmatic Access to VIOOH's Outdoor Screens
AdXact DSP and VIOOH announced a live integration enabling programmatic access to outdoor advertising screens across the US, EMEA, Latin America, and airports.