Embedding Cookie-free Analytics and Advertising Services into a PSP Provider’s Platform

Challenge

Ukrainian payment service provider Tranzzo, with a large network of merchant partners, was seeking new revenue streams by offering value-added services beyond core payment processing. Among its clients, Varus, a national grocery retailer, was focused on boosting online sales and in need of smarter, data-driven retargeting tools.

Solution

Tranzzo embedded the myGaru telecom-driven ID into its payment forms, enabling anonymous identity resolution at the point of purchase, without requiring merchants’ websites to establish direct integrations with myGaru. In parallel, Tranzzo integrated with myGaru via APIs and launched new analytics and advertising services within its merchant dashboard, enabling it to test its case client Varus. These services leveraged anonymised behavioural data from Ukrainian telecoms, which were also connected to the myGaru data clean room. As a result, Varus gained immediate access — directly via the Tranzzo dashboard — to deep behavioural insights on customers who completed purchases, including access to over 50 telecom-based behavioural attributes. Furthermore, Varus was able to configure automated retargeting campaigns that served ad impressions to users with high payment transaction values. In addition, Tranzzo enabled Varus to promote pet products to actual buyers identified as dog owners through telecom geo-data, transforming insights into precise, action-ready marketing without requiring merchant-side integration with either myGaru or telecoms.

Outcomes