Identity vendor myGaru has built a live cross-telecom identity layer across four of Ukraine’s carriers, Kyivstar, Vodafone Ukraine, lifecell and fixed-line operator Ukrtelecom, giving advertisers a single deterministic way to recognize the same subscriber across mobile, web, in-app and connected TV without relying on cookies or device IDs. The infrastructure runs on network-level telecom signal rather than browser-based identifiers, which is why it survives cookie deprecation and mobile privacy controls that have degraded other identity approaches. “Identity is the foundation of any functional data economy,” said Vitalii Morozenko, myGaru’s founder and CEO. “Without a stable, interoperable identity layer, reliable data collection, cross-sector collaboration and measurable activation are impossible.”
The deployment matters beyond Ukraine because it is a working answer to a problem every privacy-constrained ad tech pipeline now shares: telecom operators individually reach only part of a market, and none of them has historically wanted to pool subscriber data with a competitor. myGaru’s structure combines reach across carriers without combining the underlying data itself, each operator keeps its own subscriber records, while still producing a shared identity graph advertisers can activate against through Prebid, Google Secure Signals and third-party demand-side platforms.
The original insight here is about sequencing, not technology. Marketers chasing identity resolution in cookieless markets have mostly waited for platforms or regulators to hand them a replacement signal. myGaru’s model shows the more durable path may run through telecom infrastructure that already has near-universal population coverage and a commercial incentive to monetize it, provided a neutral intermediary can get rival carriers into the same room. Any market where two or three telcos control most subscribers, not just Ukraine, is a candidate for the same structure, and marketers evaluating where to place their next identity or CDP investment should treat telecom-anchored identity as a category worth tracking, not a one-market curiosity.
Source: myGaru
