Anonymised
Privacy-first adtech for audience activation, optimisation and publisher yield.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- ID Ward Limited
- Entity type
- COMPANY
- Founded
- 2017
- Headquarters
- 28 Verden Way, Nottingham, Nottinghamshire, NG8 6BB, United Kingdom
- Company size
- 10–49
- Market role
- AdTech Vendor
- Official website
- anonymised.io
What Anonymised does
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.
Category differentiation
This company is not a consumer privacy app or a foundational AI model provider. It is a B2B adtech vendor focused on privacy-safe audience activation, optimisation, measurement and publisher monetisation.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
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 makes 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.
Business model & monetisation
The company monetises through SaaS-style platform access, managed onboarding and performance-based commercial arrangements. Advertiser-side products likely support subscription or contracted software fees justified by campaign improvement and audience activation outcomes. Publisher-side products likely include yield-linked pricing, revenue share, or take-rate economics tied to monetised inventory uplift and open-market demand activation.
- Advertiser platform access
- Software Subscription
- Publisher monetisation uplift
- Percentage Take-Rate
- Campaign optimisation economics
- Percentage Take-Rate
- Measurement and analytics tooling
- Software Subscription
Products & capabilities
No products with linked sources are available in this view.
Programmatic stack & registry data
Registry entries and observed technical data do not establish certification, legal compliance or actual usage.
Anonymised
IAB vendor record: 1116
- Cookies declared
- Yes
- Non-cookie access declared
- Yes
- Declared purpose IDs
- 1, 2, 3, 4, 7, 9, 10
Products & market categories
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
No sufficiently sourced and dated signals are available for this view.
Explore company relationships
Questions about Anonymised
What is Anonymised?
Anonymised is a UK adtech company providing privacy-first software for audience discovery, campaign optimisation, incrementality measurement and publisher yield improvement.
Who uses Anonymised?
Its users are advertisers, media agencies, programmatic traders, media planners, analytics teams and publishers seeking privacy-compliant targeting and monetisation tools.
How does Anonymised make money?
It appears to earn revenue through enterprise software contracts and performance-linked pricing tied to campaign optimisation and publisher monetisation uplift.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
20 publicly documented primary sources and citations linked across the market graph.
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