Utiq works through consent. You agree that the advertising they offer you is based on your interests. Your operator sends an identifier and, from then on, the ads fit you. It is already working and you may not be very clear about what it is, how it is activated or deactivated or how it differs from other systems. We explain it to you.
What is Utiq
Utiq is a service that allows you to display personalized marketing and that some operators (Movistar, Orange or Jazztel) are already using their mobile networks. The idea is to show advertising based on customer activity for media that already apply it, such as El Mundo or ABC. But, in addition, it represents a new way of income for the operators thanks to the fact that they are the ones that will grant the unique identifier of each user so that the contents and advertising can be personalized for them.
How Utiq works not much different from current cookies and one of the characteristics that differentiate them is that Utiq does not have direct access to personal information, which does happen with cookies. What difference do they promise? “The current digital advertising ecosystem is focused on short-term commercial interests and not on allowing companies to manage campaigns responsibly. With Utiq we want this to change”, explained the general director of Utiq in Spain, Mónica Rodríguez, in statements to Europa Press.
A consent banner will appear when you browse the Internet through the data plan. The banner will show what it is or what its conditions are. If you accept, the service (Utiq) assigns you an identifier. This identifier is unique, does not provide personal data of customers and it is encrypted as explained by the service. And through it they will give you advertising that is supposedly adjusted to your interests or what you like. Specially for you.
After ninety days, you will stop seeing this and the banner with the same question will appear again. If you want, you can continue to receive advertising based on your interests.
In short, Utiq is a pop-up that will appear on brand or media websites who have an agreement with this service. It is disabled by default but consent to use the Utiq service on that website will appear in the pop-up window. You will simply have to accept or reject that consent.
How to deactivate
It is possible that you have accepted the consent on certain web pages for the use of Utiq and after a while you decide to go back and reject it. It’s simple and you just have to follow a series of steps to cancel the use of the platform or to customize it to your liking.
To cancel any permission or even if you want to prevent the service from using your data, you can visit the consent dashboard on the Utiq website at consenthub.utiq.com. You will automatically enter when you detect that your operator is compatible and you can go to the “my consents” tab where you can see if you have any Utiq consent accepted. In addition, you can tap on the “prevent service activation” button and it will be blocked for a year or until you decide otherwise and return to this web page and unlock the option with your data.
You must also take into account, as they explain from the Utiq consenthub, that if you share internet connection from your mobile phone to other devices (that is, if you tether to send data to your computer or tablet) any of these devices will also be able to access the consenthub.