A unified identifier has been launched in Ukraine across the networks of all national mobile operators

A unified telecom identification infrastructure with full mobile audience coverage has been launched in Ukraine, built on 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 full coverage of the operators' mobile subscriber base by a single telecom identification system within the myGaru partner ecosystem has been achieved in Ukraine, UNN reports.

The myGaru technology combines telecom identification with a digital advertising ecosystem, allowing for more precise ad delivery in mobile applications, on websites, in addressable TV formats, and on digital platforms, including Google, Meta, TikTok, and Telegram.

Unlike traditional cookies or other online identifiers, telecom identification operates on the mobile operator's network data. This ensures better protection of personal data and stable performance 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, which businesses use to collect behavioral data and advertising, simultaneously allow anyone — including foreign intelligence services — to track the online actions of Ukrainians. 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," comments Andriy Zheleznyak, BigData Director at Kyivstar.

"We are focused on ensuring that the development of new data solutions combines innovation with responsibility toward customers," comments Serhiy Boryslavskyi, Digital Product Development Director at Vodafone Ukraine. "We confirm the high level of security of our network and the preservation of subscriber data, which is a fundamental 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 in cross-telecom identification for the development of a transparent and efficient data ecosystem that ensures a balance between business value and user privacy protection."

"For lifecell, it is fundamentally important that the implementation of new technologies does not change the basic approach: subscribers' personal data is not transferred and is not used for their individual tracking. The myGaru-based solution works exclusively with anonymized and aggregated data within the operator's secure infrastructure. This allows the market to obtain a modern tool for the development of digital services without violating user privacy," noted Kateryna Shulha, Head of Big Data Projects and Programs at lifecell.

For business, telecom identification opens new opportunities to increase the efficiency of advertising spend. Companies will be able to more accurately link ad impressions to useful user actions, reliably limit the frequency of impressions to a single user within one campaign, and measure advertising effectiveness in real-time. This takes on particular importance against the backdrop of the rapid implementation of artificial intelligence in the advertising industry.

In addition to telecom identification, which allows businesses to analyze their audience, myGaru also provides a secure mechanism for collaborative data analysis between companies. Personal data is not transferred between parties but is processed in a secure environment. Companies can obtain shared generalized analytics through a special secure mechanism — the myGaru data clean room using aggregated anonymized data.

"Identification is the foundation of working with data — without it, correct collection, shared data use, and subsequent activation of advertising communications are impossible. Cross-telecom ID forms a unified identification standard for the data market, creating conditions for the development of a sovereign data economy in Ukraine," comments myGaru founder and CEO Vitaliy Morozenko.

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 the official operator of the myGaru platform in the Ukrainian market is the company Adtech.

About myGaru

myGaru is an award-winning telecom identification and data collaboration platform. Founded in 2019, the company works with telecom operators, retailers, publishers, and advertisers to ensure secure, anonymized, cohort-based data operations. Built as a deep-tech infrastructure for sovereign data ecosystems, myGaru helps retain data value within the local economy and fosters innovation through equal access to data.