Novatiq
Novatiq is a privacy-first telco identity infrastructure for cookieless audience activation.
Analyst Perspective
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.
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Key insights about Novatiq
Category Differentiation
Novatiq is not a consumer app or a general identity access management vendor. It is a B2B advertising identity and activation platform focused on privacy-safe audience resolution and programmatic monetisation.
Novatiq: About
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.
How Novatiq Works & Monetises
Business model analysis and core revenue streams
Novatiq uses a blended B2B monetisation model built around software licensing and usage-based activation. Revenue is likely generated from platform subscriptions, implementation or integration fees, identity resolution volume, audience activation fees, and transaction-linked charges within programmatic workflows. Where campaigns are enabled through its identity layer, the company may also capture CPM-style data fees or revenue share linked to activation and monetisation outcomes.
Revenue Channels
Products & Services in Categories
Verified structural categorizations from the graph
Recent Signals (Novatiq)
Giftad Digital and Novatiq partner to deliver privacy‑first targeted advertising in Türkiye
Novatiq has formed a partnership with Giftad Digital to enhance targeted advertising solutions in Türkiye, focusing on privacy-first strategies.
Read original sourceHow telco data can power smarter CTV advertising
This article discusses the potential of telco data in enhancing connected TV advertising strategies.
Read original sourceAudience activation in programmatic advertising: how telco-verified IDs make it possible
This article discusses how telco-verified IDs facilitate audience activation in programmatic advertising.
Read original sourceNovatiq: Frequently Asked Questions
What is Novatiq?
Novatiq is a UK-based B2B AdTech company that provides telco-verified identity resolution and audience activation software for privacy-safe digital advertising.
Who uses Novatiq?
Its users include publishers, brands, agencies, DSPs, SSPs and telecom operators that need cookieless identity, audience activation and monetisation capabilities.
How does Novatiq make money?
It generates revenue through platform licensing, usage-based identity and activation fees, and potentially transaction-linked commercial models within programmatic advertising.
Company Facts
- Founded
- 2019
- Headquarters
- Vantage Point, Cwmbran, NP44 7HF
- Core Segment
- AdTech Vendor
- Company Size
- 10–49
- Official Link
- novatiq.com