Anonymised

The business model combines enterprise adtech software with outcome-oriented media economics. On the advertiser side, the company turns first-party data and privacy-safe behavioural signals into activation-ready audiences, campaign optimisation inputs and incrementality measurement. On the publisher side, it helps media owners expose cohort-level signals and improve fill rate and revenue per impression. Value is created by increasing marketing efficiency for buyers and monetisation yield for sellers while reducing reliance on personal identifiers.

Anonymised is a UK-based private adtech company operating under the legal entity ID Ward Limited. It provides privacy-first software for advertisers, agencies and publishers to analyse audiences, activate first-party data, optimise campaigns and improve publisher monetisation without exposing personal data. Its product suite spans advertiser-side audience activation and campaign optimisation, measurement and incrementality tools, and publisher-side yield optimisation.

The company appears to make money primarily through B2B software access and performance-linked commercial models tied to campaign optimisation and publisher yield uplift. Its customers are performance marketers, programmatic traders, media agencies, advertiser analytics teams and publisher monetisation teams that need cookieless, privacy-compliant targeting and measurement workflows across social, search, web, in-app and CTV environments.