All major mobile operators and the largest fixed-line operator now run on a shared identity, CDP, clean room and activation infrastructure.
A nationwide cross-telecom identity infrastructure goes live in Ukraine, creating a privacy-preserving foundation for digital advertising across mobile, web, in-app and connected TV environments. Built on myGaru technology, it connects the country’s mobile operator ecosystem, including Kyivstar, Vodafone Ukraine and lifecell. Ukrtelecom, the country’s largest fixed-line operator, had previously confirmed deployment of myGaru ID within its network.
The rollout establishes a shared telecom identity layer covering the full mobile-audience scale of the country, built as a unified deterministic framework for advertising activation and data collaboration.
As digital advertising faces signal loss from cookie deprecation, browser restrictions and mobile privacy controls, telecom identity is emerging as a new foundation for privacy-preserving audience recognition.
A telecom-native identity layer
Unlike browser cookies, device identifiers or email-based identity frameworks, myGaru ID operates at the telecom network level. Because identity signals originate within operator infrastructure, they remain stable across browsers, in-app environments and addressable TV, enabling consistent audience understanding across devices in a privacy-safe manner.
This enables deterministic omnichannel audience recognition across screens and publishers without relying on third-party identifiers, increasingly restricted by browsers and mobile operating systems. The telecom-based identity signal also removes the need for login flows or email authentication to recognise users across environments.
The architecture protects the full personal data lifecycle by preventing re-identification and data caching in downstream adtech workflows, creating a privacy-first approach to digital advertising.
CDP with telecom signals: recovering lost addressability
In addition to identity resolution, the myGaru platform includes a telecom-enhanced Customer Data Platform that allows businesses to collect audience data from their websites and applications using telecom identity signals. This is particularly valuable in environments where addressability has declined, including Safari, in-app browsers and Apple devices, where traditional identifiers often fail. By using telecom identity as the collection key, companies can recover previously unidentifiable traffic and increase the volume of actionable first-party data available for retargeting and measurement.
At the same time, the CDP supports ingestion of external first-party datasets, including CRM records, transaction data and other customer intelligence collected outside telecom environments. These datasets can be deterministically mapped into the same identity layer through the pseudonymised telecom identifier as the primary matching key, with potential expansion to additional identity anchors.
This allows telecom identity to function as the connective layer between digital behavioural signals and offline customer data, while telecom operators act as the pseudonymisation layer before data enters the myGaru platform.
First telecom identity-native Data Clean Room
The platform also includes the industry’s first telecom identity-native Data Clean Room built on myGaru’s patent-pending technology.
Unlike conventional clean room architectures that operate as standalone collaboration environments, myGaru integrates CDP and Data Clean Room capabilities within the same platform. Audience data collected through telecom identity in the CDP layer can immediately participate in privacy-safe collaboration workflows.
The system operates under a federated architecture rather than centralised data pooling. Participating businesses keep their data in their own infrastructure, while collaboration runs through controlled computation linked to telecom identity. Because activation relies on telecom-verified session tokens rather than persistent static identifiers, the architecture prevents uncontrolled downstream use of data, reducing leakage risks while enabling accountable data-driven use cases.
Retailers, publishers and other data providers can participate in cross-sector data collaboration within the same environment, supporting retail media activation across the open web, in-app environments, addressable TV and major platforms, including Meta and TikTok.
Activation across the adtech ecosystem
myGaru ID can be activated within Prebid and Google Secure Signals, enabling telecom-backed identity to operate at scale across programmatic inventory with minimal integration.
The system can operate through a proprietary myGaru DSP or integrate with third-party DSPs. Dedicated APIs allow external DSPs to use telecom identity signals for deterministic frequency capping and fraud protection, with the option to embed CDP and Data Clean Room functionality into their own interfaces.
The myGaru platform is also available for white-labelling by advertising agencies, allowing partners to deploy the full DSP, CDP and Data Clean Room stack under their own brand.
A new category of infrastructure
What stands out about this deployment is not only its scale, but the model it establishes. Telecom identity moves from a narrow identity solution into infrastructure: a layer through which local data is collected, governed and activated within the same environment.
As the industry moves toward more controlled and privacy-safe data usage, the strategic value of this model becomes clearer. Sovereign data ecosystems, where local data creates local value without depending on uncontrolled cross-border movement, are becoming the structural direction the market is heading toward. myGaru offers a working model of how that direction looks in production: full-stack data infrastructure anchored in national telecom networks, available to the local advertising market on commercial terms set within the country.
Commentary from myGaru
“Identity is the foundation of any functional data economy. Without a stable, interoperable identity layer, reliable data collection, cross-sector collaboration and measurable activation are impossible. Cross-telecom ID establishes a unified identity standard at the national scale, creating the structural conditions for a sovereign and accountable data ecosystem,” comments Vitalii Morozenko, Founder and CEO of myGaru.
About myGaru
myGaru is an award-winning telecom-powered identity and personal data platform. Founded in 2019, the company works with telecom operators, retailers, publishers and advertisers to enable secure, anonymised, cohort-based data collaboration. Built as deep-tech infrastructure for sovereign data ecosystems, myGaru helps to retain data value within the local economy and fosters innovation through fair, privacy-safe access for diverse domestic businesses.
Press contact
Daria Titova | Mob: +380 97 549 1891 | email: d.titova@myGaru.com