Integrations with Kyivstar, Vodafone Ukraine and lifecell create shared infrastructure for privacy-safe cross-sector data collaboration at national scale.
A nationwide telecom identity infrastructure built on myGaru technology goes live in Ukraine, with integrations across the country’s mobile operators, including Kyivstar, Vodafone Ukraine and lifecell. Ukrtelecom, the country’s largest fixed-line operator, had previously confirmed integration of the same identity capabilities within its network.
The rollout establishes a shared telecom identity layer across Ukraine’s mobile networks, creating infrastructure for privacy-safe cross-sector data collaboration at national mobile-audience scale.
As browser cookie restrictions and Apple’s mobile privacy controls reduce the availability of digital identity signals, myGaru converts telecom connectivity into real-time identity signals, enabling telecom operators to provide an intelligence layer for the digital ecosystem and improve audience recognition and advertising performance measurement.
A telecom-native identity layer
Unlike browser cookies, device identifiers or email-based identity frameworks, myGaru ID operates at the telecom network level. Identity signals generated within operator infrastructure remain stable, where traditional identifiers often fail.
This enables audience recognition across web, in-app environments, connected TV, and retail media networks, channels that historically relied on fragmented identifiers and poor audience matching. It gives advertisers more consistent audience management and campaign measurement across channels. The same identity infrastructure can also support A2P SMS messaging, allowing telecom operators to integrate messaging into cross-channel advertising campaigns.
Integrated with adtech frameworks, myGaru ID allows telecom signals to be activated across digital advertising environments at scale. This creates a bridge between data providers and advertising platforms, enabling telecom data to be activated across programmatic inventory and platforms such as TikTok and Meta.
Privacy protection is built into the architecture by design. Subscriber identities are pseudonymised by telecom operators before entering the system, generating session-based tokens not linked to phone numbers. Unlike static identifiers used in digital advertising, these tokens require continuous verification through telecom infrastructure, protecting subscriber privacy while enabling telecom operators to monetise identity events within advertising workflows.
Patent-pending architecture linking telecom identity and federated data
The infrastructure is built on myGaru’s patent-pending technology that natively connects telecom identity with a federated data architecture. Under this model, businesses keep first-party data within their own premises, while collaboration runs through controlled computation linked to telecom identity.
This architecture enables two core capabilities.
Businesses can collect audience data from websites and mobile applications using telecom identity signals, enabling audience recognition even where cookies, device IDs or email logins fail. Each collection event is accounted for at the identity layer, creating a verified usage model that supports new data-enabled services for telecom operators.
The same infrastructure enables privacy-safe cross-sector data collaboration. Advertisers can run campaigns using audience insights from multiple data vendors within the same environment, while the solution preserves control across the full data lifecycle by preventing data caching and uncontrolled reuse in downstream adtech workflows. Data vendors define per-usage pricing for their datasets, while telecom identity acts as a metering layer that enables billing per advertising impression where those signals are applied.
Together, these capabilities combine a telecom-powered CDP and a telecom identity-native data clean room within a single platform. CDP and data clean room technologies have become among the fastest-growing segments of enterprise software as organisations shift toward first-party data strategies under tightening privacy regulations.
By enabling telecom identity within these categories, myGaru allows telecom operators to capitalise on existing network infrastructure and become the backbone of sovereign national data ecosystems, an approach gaining importance as cross-border data transfers tighten and the strategic value of sovereign data grows in the era of AI.
Telecom data synergies through neutral infrastructure
As an independent technology provider without affiliated data-driven services or telecom ownership, myGaru aligns with regulatory principles emerging in the EU that favour non-affiliated data intermediaries as the foundation for sovereign data ecosystems.
The platform acts as a central hub for data collaboration. Instead of building separate integrations with each partner, telecom operators connect once to the myGaru platform and gain access to a growing network of participating businesses.
This neutral architecture also addresses one of the traditional limitations of telecom data — the audience scale of a single operator. Because myGaru is not affiliated with any telecom group, the platform operates across multiple operators, scaling telecom data from individual operator reach to nationwide audience coverage. This allows advertisers to activate telecom insights at country scale and enables operators to access broader monetisation opportunities than single-operator deployment would allow.
At the same time, the platform enables synergies between telecom signals and other datasets such as retail media and publisher audiences. As more data vendors join myGaru, these combined signals create network effects that increase advertising performance and strengthen the commercial value of telecom data.
Commentary
“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 national scale, creating the structural conditions for a sovereign and accountable data ecosystem.”
— Vitalii Morozenko, Founder and CEO of myGaru.
“Kyivstar’s role is not only to provide high-quality connectivity, but also to help protect subscribers in the digital space. Third-party cookies and device identifiers, which businesses use to collect behavioural data and deliver advertising, also allow anyone — including foreign intelligence services — to track Ukrainians’ online activity. The implementation of myGaru technology is a step towards an innovative advertising environment that combines effectiveness for businesses, user privacy protection and a responsible approach to data security.”
— Andrii Zheliezniak, Director of Big Data at Kyivstar.
“For Vodafone Ukraine, it is essential that the development of new data-driven solutions goes hand in hand with responsibility toward our customers. We confirm the high level of network security and the protection of subscriber data, which remain fundamental principles in the deployment of any new technologies, including cross-telecom identity based on myGaru technology. At the same time, as one of the pioneers of operator-led Big Data services in Ukraine, we see strong potential in this approach to support the development of a transparent and efficient data ecosystem, one that creates value for businesses while maintaining high standards of privacy and user data protection.”
— Sergiy Boryslavskyi, Vodafone Ukraine Director of Digital Product Development.
"For lifecell, it is fundamentally important that the introduction of new technologies does not change our core approach: subscribers' personal data is not shared and is not used for individual tracking. The myGaru-based solution operates exclusively with anonymised and aggregated data within the operator's secure infrastructure. This gives the market a modern tool for developing digital services without compromising user privacy."
— Kateryna Shulha, Head of Big Data Projects and Programmes at lifecell
About myGaru
myGaru is an award-winning telecom-powered identity and data collaboration 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