Observed Signal · Oct 26, 2026 · Partnership · Source: Ströer · Impact: 2/5
OS Data Solutions und Utiq stärken Audience-Qualität im Open Web
OS Data Solutions (OSDS), a Ströer subsidiary, has integrated Utiq's deterministic, consent-based ID infrastructure into its OSDX audience solution. The integration enriches OSDS audiences with persistent telco-backed signals for cross-session profiling and improved campaign activation in cookieless browser and app environments. OSDS audiences enhanced with the Utiq ID are available immediately via Active Agent, The Trade Desk, and Equativ, with Adform integration planned for early next year.
The partnership strengthens European post-cookie addressability by connecting large-scale German publisher/retail data with deterministic telco identity assets across major programmatic buying platforms.
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Key Takeaways & Evidence Grounding
- OS Data Solutions enhances its OSDX audience solution with Utiq's deterministic, consent-based telco ID infrastructure.
- The integration provides cross-session stability for audience building and enhances activation match rates in cookieless environments.
- Utiq-enhanced OSDS audiences are available immediately across DSPs Active Agent and The Trade Desk, as well as curation platform Equativ.
- Activation via the Adform DSP is scheduled to launch at the beginning of next year.
- Utiq, backed by Deutsche Telekom, Orange, Telefónica, and Vodafone, operates across Germany, France, the UK, Spain, and Italy with over 90 million Consentpasses.
Connected Companies & Entities
“A Ströer subsidiary and German data provider integrating Utiq ID into its OSDX audience product.”
“European telco-backed identity provider supplying the deterministic, consent-based ID infrastructure.”
“Parent company of OS Data Solutions whose 1st-party digital reach fuels OSDS data segments.”
“Demand-side platform offering immediate activation of Utiq-enhanced OSDS audiences.”
“Curation platform through which the integrated OSDS and Utiq audiences can immediately be deployed.”
“Demand-side platform scheduled to enable targeting of the enhanced audiences starting early next year.”
Related Market Signals & Shifts
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