A unified telecom identification infrastructure has been implemented in Ukraine, covering the entire mobile subscriber base of the country based on myGaru technology. All three mobile operators in Ukraine—Kyivstar, Vodafone Ukraine, and lifecell—as well as the fixed-line operator Ukrtelecom, have joined the project.
“Identification is the foundation of data processing—without it, neither accurate data collection, nor data sharing, nor the subsequent activation of advertising communications is possible. Cross-Telecom ID establishes a unified identification standard for the data market, creating conditions for the development of a sovereign data economy in Ukraine,” myGaru CEO Vitaliy Morozhenko is quoted as saying in the press release.
myGaru explained that the technology combines telecom identification with the digital advertising ecosystem. This enables more precise ad delivery in mobile apps, on websites, in addressable TV, and on digital platforms, including Google, Meta, TikTok, and Telegram.
“The implementation of myGaru technology is a step toward an innovative advertising space that combines business efficiency, user privacy protection, and a responsible approach to data security,” commented Andriy Zheleznyak, Director of Big Data at Kyivstar.
Following the launch of telecom identification, companies will also be able to more accurately link ad impressions to user actions, limit the frequency of impressions to a single user within a single campaign, and measure ad performance in real time.
In addition, it is stated that the technology will allow businesses to analyze their audience and provide a secure mechanism for joint data analysis between companies through a special secure mechanism—the myGaru data clinic—using aggregated, anonymized data.
As for personal data, it will not be transferred between parties but will be processed in a secure environment.
“The myGaru-based solution works exclusively with anonymized and aggregated data within the operator’s secure infrastructure. This provides the market with a modern tool for developing digital services without compromising user privacy,” added Kateryna Shulga, Head of Big Data Projects and Programs at lifecell.
It is noted that currently in Ukraine, the advertising service based on cross-telecom ID is provided by the GlobalDigital agency, analytical functionality is provided by the Nexinsight platform, and Adtech is the official operator of the myGaru platform on the Ukrainian market.
myGaru is a company founded in 2019 that works with telecom operators, retailers, publishers, and advertisers to ensure secure, anonymized, cohort-based data processing. It is built as a deep-tech infrastructure for sovereign data ecosystems.
