Integrations with Kyivstar, Vodafone Ukraine, and lifecell, along with the previous implementation at Ukrtelecom, create the infrastructure for safe advertising and a sovereign data economy in Ukraine.
Integrations with Kyivstar, Vodafone Ukraine, and lifecell, along with the previous implementation at Ukrtelecom, create the infrastructure for safe advertising and a sovereign data economy in Ukraine.
A unified telecom identification infrastructure with full coverage of the mobile audience has been launched in Ukraine, built on the basis of myGaru technology and integrated with the networks of three Ukrainian mobile operators — Kyivstar, Vodafone Ukraine and lifecell. Earlier, the fixed-line operator Ukrtelecom also announced the implementation of myGaru. The launch means that in Ukraine, full coverage of the mobile subscriber base of operators with a unified telecom identification system within the myGaru partner ecosystem has been implemented.
myGaru’s technology combines telecom identification with the digital advertising ecosystem, enabling more precise advertising delivery in mobile applications, websites, addressable TV, and digital platforms, including Google, Meta, TikTok, and Telegram.
Unlike traditional cookies or other online identifiers, telecom identification works on the mobile operator’s network data. This provides better protection of personal data and stable operation regardless of browser restrictions or mobile operating systems.
«For Kyivstar, it is important not only to provide high-quality communication, but also to protect subscribers in the digital space. Third-party cookies and device identifiers that businesses use to collect behavioral data and advertising, at the same time allow anyone — including foreign intelligence services — to track the actions of Ukrainians online. The implementation of myGaru technology is a step towards an innovative advertising space that combines efficiency for business, protection of user privacy, and a responsible approach to data security,» comments Andriy Zheleznyak, Director of BigData at Kyivstar.
«We are focused on ensuring that the development of new data solutions combines innovation with responsibility to customers,» comments Serhiy Borislavsky, Director of Digital Product Development at Vodafone Ukraine. «We confirm the high level of security of our network and the preservation of subscriber data, which is the basic principle in the implementation of any new technologies, including cross-telecom identification based on myGaru technology. At the same time, as one of the pioneers of the operator Big Data services market in Ukraine, we see significant potential for cross-telecom identification for the development of a transparent and effective data ecosystem that provides a balance between business value and user privacy protection.»
«For lifecell, it is fundamentally important that the introduction of new technologies does not change the basic approach: personal data of subscribers is not transferred and is not used for their individual tracking. The myGaru-based solution works exclusively with depersonalized and aggregated data within the operator’s protected infrastructure. This allows the market to receive a modern tool for the development of digital services without violating user privacy,» said Kateryna Shulga, Head of Big Data Projects and Programs at lifecell.
For businesses, telecom identification opens up new opportunities to increase the efficiency of advertising spending. Companies will be able to more accurately link advertising impressions to useful user actions, reliably limit the frequency of impressions to one user within one campaign, and measure advertising performance in real time. This is especially important against the backdrop of the rapid introduction of artificial intelligence into the advertising industry.
In addition to telecom identification, which allows businesses to analyze their audience, myGaru also provides a secure mechanism for joint data analysis between companies. Personal data is not transferred between parties, but is processed in a secure environment. Companies can receive joint generalized analytics through a special secure mechanism — myGaru data clean room using aggregated depersonalized data.
«Identification is the foundation of working with data — without it, neither correct collection, nor sharing of data, nor further activation of advertising communications are possible. Cross-telecom ID forms a single identification standard for the data market, creating conditions for the development of a sovereign data economy in Ukraine,» comments Vitaliy Morozenko, founder and CEO of myGaru.
In Ukraine, the advertising service based on cross-telecom ID is provided by the GlobalDigital agency, the analytical functionality is provided by the Nexinsight platform, and the official operator of the myGaru platform on the Ukrainian market is the Adtech company.
myGaru is an award-winning telecom identity and data collaboration platform. Founded in 2019, the company works with telecom operators, retailers, publishers, and advertisers to enable secure, anonymized, cohort-based data collaboration. Built as a deep-tech infrastructure for sovereign data ecosystems, myGaru helps keep the value of data within the local economy and fosters innovation through equal access to data.
