Observed Signal · Sep 8, 2026 · Partnership · Source: AdExchanger · Impact: 3/5 · Sentiment: Positive
Ukrainian Startup Unites Telcos on Identity Platform
MyGaru, an identity-focused ad tech startup, has succeeded in uniting Ukraine's rival telecom operators, including Kyivstar, Vodafone Ukraine, lifecell, and Ukrtelecom, on a single identity platform. The company leverages network-level signals from telecom providers to create pseudonymized identifiers that work across browsers, apps, and CTV without relying on cookies or device IDs. By combining the reach of multiple operators, myGaru achieves over 70% population coverage in its active markets (Ukraine, Vietnam, Azerbaijan), totaling 115 million users. The platform generates one-time tokens for ad requests, ensuring no personal data is shared or stored. Kyivstar reportedly boosted its addressable reach from 35% to 97% after integration. myGaru operates as a data processor, licensing its technology to local partners, and plans to expand the model to other markets.
Shows a successful telco collaboration model for identity that could be replicated globally, providing a viable alternative to cookies.
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Key Takeaways & Evidence Grounding
- myGaru has integrated all three major Ukrainian mobile operators (Kyivstar, Vodafone Ukraine, lifecell) and landline operator Ukrtelecom.
- myGaru reaches over 115 million users across Ukraine, Vietnam, and Azerbaijan.
- Kyivstar increased its addressable reach from 35% to 97% after integrating with myGaru.
- MyGaru uses pseudonymized network-level signals and one-time tokens, storing no PII.
- myGaru requires at least 70% population coverage before entering a market.
Connected Companies & Entities
1 Entity mapped“MyGaru’s approach is to bring multiple operators onto the same platform – combining their reach without combining their data....”
Ontology Mapping & Concepts
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