Novatiq

Novatiq operates as a B2B AdTech vendor selling identity and audience activation infrastructure into the programmatic advertising ecosystem. It creates value by combining telco-verified signals, deterministic identity resolution and transaction-level activation tools that allow publishers, brands and intermediaries to monetise and activate first-party audiences in privacy-compliant ways. The business model depends on platform integrations with buy-side and sell-side systems, plus commercial relationships with telecom operators and media ecosystem participants.

Novatiq is a UK-based AdTech and identity infrastructure company that provides privacy-first digital identity resolution and audience activation software for publishers, brands, agencies, DSPs, SSPs and telecom operators. Its core platform, Fusion, combines Zenith ID and Hyper ID to help customers recognise users, build audiences and activate campaigns across programmatic channels without sharing personally identifiable information.

The company makes money through a B2B software and activation model tied to identity resolution, platform access and programmatic usage. Its commercial value proposition is centred on telco-verified identity signals, deterministic user recognition and privacy-safe activation in cookieless environments across web, app and CTV inventory.