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Utiq partners with Visoon for privacy-first TV advertising expansion

Utiq partners with Visoon for enhanced cross-screen targeting across connected TV and HbbTV platforms.

Luis Rijo

• 6 min read
Visoon and Utiq logos showcasing partnership for privacy-first addressable TV advertising technology.
Visoon and Utiq logos showcasing partnership for privacy-first addressable TV advertising technology.

Utiq announced on July 9, 2025, a strategic partnership with Visoon Video Impact GmbH & Co. KG to deliver privacy-compliant addressable television advertising across digital TV platforms. The collaboration leverages Utiq's consentpass technology, a telecommunications-powered identifier solution, to provide cross-system user addressability for both hybrid broadcast broadband TV (HbbTV) and connected TV (CTV) platforms.

According to the announcement made via LinkedIn, the partnership enables advertisers and media agencies to measure campaigns across linear TV and streaming platforms. The system provides cross-genre targeting capabilities and incremental reach validation through Utiq's consent-based addressability technology.

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Summary

Who: Utiq, a European telecommunications-powered advertising technology company, partnered with Visoon Video Impact GmbH & Co. KG, the television and big screen marketing division of Axel Springer and Paramount.

What: The partnership delivers privacy-compliant addressable television advertising using Utiq's consentpass technology to provide cross-system user addressability for hybrid broadcast broadband TV (HbbTV) and connected TV (CTV) platforms, enabling cross-genre targeting and incremental reach validation.

When: The partnership was announced on July 9, 2025, marking Utiq's first major expansion into television advertising beyond traditional digital channels.

Where: The collaboration operates across Utiq's European markets including Germany, France, Spain, Austria, and the United Kingdom, leveraging Visoon's portfolio of television brands including WELT, N24Doku, Comedy Central, MTV, Nickelodeon, and Pluto TV.

Why: The partnership addresses critical challenges in modern television advertising measurement as traditional linear television viewership declines while streaming consumption expands, requiring privacy-compliant solutions that bridge linear television broadcasts and streaming platforms through explicit consent mechanisms.

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"With this scalable solution, we combine the best of both worlds: TV reach and digital control in CTV, thus guaranteeing optimized targeting of target groups in valuable contact classes - efficient, transparent, and future-proof," commented Michael Möller, CTO of Visoon Video Impact GmbH & Co. KG.

Norman Wagner, Managing Director DACH at Utiq, emphasized the significance of the partnership: "With this partnership, we are bringing Utiq's strengths to the big screen for the first time - and demonstrating that data protection-compliant addressability also works in the TV ecosystem. Visoon is an exceptionally innovative partner who quickly understood the possibilities of our solution and implemented them swiftly."

Technical implementation and market positioning

The collaboration represents Utiq's first major expansion into television advertising beyond traditional digital channels. Utiq's consentpass technology operates through explicit user consent mechanisms collected via telecommunications partnerships. The system creates encrypted addressability signals that enable targeted advertising without relying on third-party cookies, device fingerprinting, or probabilistic identification methods.

Visoon Video Impact serves as the television and big screen marketing arm of Axel Springer and Paramount. Founded in 2016, the joint venture manages television advertising for brands including WELT, N24Doku, Comedy Central, MTV, Nickelodeon, and Pluto TV. The company's portfolio extends to the Berliner Fernseh Gruppe and numerous third-party clients in the addressable TV and connected TV sectors.

The partnership addresses critical challenges in modern television advertising measurement. Traditional linear television viewership continues declining while streaming consumption expands substantially. Connected television advertising represents a rapidly growing segment of digital advertising expenditures, with CTV advertising spend projected to double from 14% in 2023 to 28% in 2025.

For marketing professionals planning television campaigns, this development provides enhanced targeting precision across fragmented viewing environments. The integration enables advertisers to execute campaigns that bridge linear television broadcasts and streaming platforms while maintaining privacy compliance through explicit consent mechanisms.

Regulatory environment and industry context

The timing aligns with intensifying European privacy enforcement activities. German courts recently clarified cookie consent requirements, establishing stricter standards for consent interface design. The March 2025 Hannover Administrative Court ruling emphasized that cookie banners cannot deliberately guide users toward consent while discouraging rejection.

Utiq operates in five European markets including Germany, France, Spain, Austria, and the United Kingdom. The company launched through partnerships with 28 telecommunications operators, creating what it describes as "Authentic Audiences" through scaled, deterministic methods focused on users providing explicit marketing consent.

The addressable television advertising sector faces increasing technical complexity around user consent and identity management. Privacy advocacy groups continue challenging inadequate enforcement of GDPR consent requirements, with recent lawsuits targeting German data protection authorities over prolonged inaction on unlawful consent systems.

Connected television measurement capabilities continue developing across European markets. Nielsen recently added CTV coverage to advertising intelligence platforms in Germany, while smartclip integrated deterministic TV measurement tools into its supply-side platform to improve cross-channel advertising accuracy.

Market expansion and competitive landscape

The partnership occurs amid significant consolidation in the television advertising technology sector. Amazon Ads and Roku announced a partnership in June 2025 creating the largest authenticated connected TV footprint in the United States, providing access to an estimated 80 million households through Amazon DSP.

European broadcasters are developing unified marketplaces for television advertising access. Sky, Channel 4, and ITV announced plans for a joint premium video advertising marketplace starting in 2026, designed to democratize television advertising access for small businesses through self-service capabilities.

The addressable television advertising market faces identity resolution challenges that have historically limited effectiveness. The Trade Desk's Kokai platform encountered implementation challenges amid executive departures, highlighting the technical complexity of advanced television advertising solutions.

Visoon's collaboration with Utiq demonstrates the industry's movement toward privacy-first addressable advertising solutions. The company operates over 40 employees developing crossmedia solutions across diverse audience segments. Visoon's approach combines linear and digital components through agnostic and holistic video planning from linear TV through addressable TV and connected TV to programmatic linear TV.

According to company information, Visoon positions itself at the intersection of traditional television marketing and advanced digital advertising capabilities. The company emphasizes campaign objectives as the primary consideration, seeking optimal combinations of linear and digital components to achieve advertiser goals.

Technical infrastructure and capabilities

The Utiq-Visoon integration operates through Utiq's existing technological framework. The system employs "martechpass" and "adtechpass" approaches enabling personalized digital marketing experiences across platforms. Users access privacy controls through Utiq's consenthub portal, facilitating transparent consent management and regulatory compliance.

Utiq explicitly avoids several data practices including data onboarding, creating data marketplaces, using probabilistic or fingerprinting techniques, building identity graphs, accessing personally identifiable information, storing data, providing clean room capabilities, owning or selling media, or performing cross-industry identity resolution.

The technical implementation requires publishers and advertisers to integrate through either Utiq consent interfaces or the consenthub portal. The service generates two signal types facilitating personalized marketing while adhering to privacy requirements. All data sharing requires explicit user consent under European privacy regulations.

Visoon's infrastructure includes comprehensive digital offerings through its subsidiary portfolio. Paramount+ launched in Germany on December 8, 2022, with an advertising-supported subscription model expanding in June 2025. The platform provides over 40,000 series episodes and 2,500 films from Paramount, Showtime, Nickelodeon, MTV, CBS, Comedy Central, and other brands.

The collaboration marks what Utiq describes as a milestone for addressable TV advertising in Europe. The company emphasizes its commitment to expanding television advertising reach and effectiveness while maintaining privacy and transparency priorities.

Industry implications for marketing professionals

The partnership significance extends beyond technical capabilities to address fundamental challenges facing the television advertising industry. Traditional linear television viewership continues declining while streaming consumption grows substantially, creating fragmented measurement environments that complicate campaign planning and optimization.

Identity resolution challenges have historically limited connected television advertising effectiveness. ID5's recent partnership with Future Today demonstrates expanding opportunities for precise audience targeting on free ad-supported streaming services without relying on traditional persistent identifiers.

The television advertising technology landscape continues consolidating around unified measurement and buying platforms. FreeWheel recently unified its CTV product ecosystem with restructured offerings aimed at creating more intuitive approaches to end-to-end capabilities while modernizing TV advertising infrastructure.

For advertising technology providers, the Utiq-Visoon partnership represents additional inventory within the growing privacy-compliant television advertising segment. The collaboration enables sophisticated targeting and measurement capabilities while maintaining explicit consent requirements that align with evolving regulatory frameworks.

Marketing teams planning connected TV campaigns can leverage these developments for enhanced audience targeting on premium content environments with improved measurement capabilities. The integration highlights growing sophistication of advertising technology available on independent streaming platforms, potentially offering alternatives to major streaming service advertising inventory.

The successful implementation demonstrates viable approaches to maintaining advertising effectiveness amid changing technical landscapes. As third-party cookie deprecation continues across browsers, solutions providing deterministic identification while respecting privacy regulations gain increased industry attention.

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