Novatiq

Niche innovator leveraging telco network infrastructure as a premium, privacy-safe identity layer for cookieless programmatic advertising

Novatiq is a UK-based AdTech company that has built a unique identity and audience verification platform on top of telecommunications network infrastructure. By partnering with telcos, Novatiq enables operators to activate their first-party network data — such as device and subscriber signals — to provide advertisers with high-quality, consented audience identifiers without exposing personally identifiable information. This approach positions telecom operators as trusted identity providers in the programmatic advertising ecosystem. The company's core technology generates privacy-preserving, transient IDs derived from telco network signals, allowing advertisers to reach verified audiences across the open web without relying on third-party cookies or device fingerprinting. Novatiq's model is particularly relevant as the industry grapples with the deprecation of traditional tracking mechanisms, offering a deterministic alternative grounded in real subscriber data that telcos already hold under regulatory consent frameworks. Novatiq occupies a distinctive niche in the identity resolution space by focusing on the telco channel rather than competing directly with browser-based or email-based identity solutions. Its partnerships with mobile network operators across multiple markets give it access to a scale of verified, consented data that few pure-play AdTech firms can replicate. The company targets publishers, advertisers, and DSPs/SSPs seeking cookieless identity solutions, and competes in the broader identity and data clean room space alongside players like LiveRamp, ID5, and Lotame.