Virtual Minds launches ‘Any ID Frequency Capping’ and expands ID spectrum with Utiq

Freiburg/Brussels, 16 September 2025. Deterministic, interoperable ID solutions are a key factor in overcoming the fragmentation of the open web. In order to scale campaigns effectively and efficiently – even across channels – using uniform, data protection-compliant standards for user addressing, Virtual Minds has equipped its Active Agent Demand-Side Platform (DSP) with innovative ‘Any ID Frequency Capping’. At the same time, Virtual Minds is expanding its range of identifiers with Utiq ID – a solution that exemplifies the growing diversity and power of the ‘Any ID’ approach.

‘Any ID Frequency Capping’: Greater reach and flexibility across IDs in programmatic campaign management on the open web

With the new ‘Any ID Frequency Capping’ feature, Active Agent DSP now enables innovative, agnostic, i.e. equal processing of all identifiers contained in a bid request for contact dose or contact class control. In contrast to the ‘waterfall model’ used by other adtech providers, in which IDs are only used to a limited extent and in a predefined, fixed order for user addressing, the Virtual Minds approach allows numerous identifier types and ID solutions such as third-party, custom, provider-based and device IDs can be combined on a customer-specific basis. The available ID set currently comprises more than ten identity solutions that can be used individually (‘OR link’) or in combination with each other (‘AND link’). This enables campaigns on the open web to achieve greater reach, and media agencies gain more flexibility in selecting relevant IDs for target group-specific control of advertising pressure.

Any ID Frequency Capping + Utiq ID: Active Agent enables cross-channel advertising pressure control for the first time

Virtual Minds has entered into a partnership with Utiq to become the first adtech provider to offer its innovative control solution across multiple channels. The focus of this partnership is the cross-platform integration of Utiq ID, which can be used to address so-called authentic audiences – real people instead of impressions – in digital channels such as the web, apps and CTV/streaming.

The integration of Utiq ID into the programmatic platforms Active Agent (omni-channel DSP) and Yieldlab (multi-channel sell-side platform (SSP)) and the use of the identity solution via The Adex data management platform (DMP) for targeted audience addressing and advertising pressure control open up new and innovative media potential and scaling opportunities:

On the one hand, Active Agent DSP can be used to target specific audiences and control advertising pressure in open web campaigns dedicated to Utiq first-party authentic audiences. On the other hand, the use of ‘Any ID Frequency Capping’ in combination with the Utiq ID not only results in new use cases and testing options that cannot be mapped in a waterfall logic, such as comparing contact class target achievement rates based on cookies and Utiq IDs in browsers such as Safari or Firefox. The interaction between Utiq ID and Virtual Minds technology also enables cross-channel control of advertising pressure for the first time, which particularly includes the booming CTV/streaming moving image channel, thus enabling effective and efficient integrated instream and outstream campaigns. On top of that, thanks to Utiq’s close cooperation with netID, advertisers and media agencies also gain access to netID reach data. This makes it much easier to achieve target group reach and campaign setup from a single source.

Utiq and Virtual Minds are thus strengthening an open, trust-based digital ecosystem.

Norman Wagner, Managing Director of Utiq DACH: “For brands, control and transparency are paramount: they want to know exactly who they are reaching, how often and in what environments. With the integration of our telco-powered Utiq ID into Virtual Minds’ open technology, advertisers can now determine for the first time which identifiers they use for their campaigns – individually or in combination. This freedom of choice provides clarity in reach building and a secure basis for investments in the open web. In this way, we create trust and ensure that brand communication remains effective, compliant with data protection regulations and brand-safe.”

Tom Peruzzi, spokesperson of the management board at Virtual Minds, explains: “Virtual Minds has always pursued an open and agnostic technology and product strategy. We are consistently continuing this with our “Any ID Frequency Capping”. The integration of the cross-channel-capable Utiq ID opens up special opportunities for us in campaign management, such as the cross-channel management of advertising pressure, which is now possible for the first time. This not only reaffirms our innovation leadership in providing high-quality cross-media adtech solutions, but also makes a significant contribution to standardising the open web and merging it with traditional digital media channels to create a digital media system that offers advertisers a powerful alternative to the walled gardens of big tech.”