Anonymised

The company operates a B2B adtech platform business. It creates value by enabling publishers to monetise audiences and advertisers to run and measure targeted campaigns without sharing or exposing personal data. The platform uses decentralised, edge-based processing and AI models to build audience segments, activate media and measure incremental outcomes across channels.

Revenue is generated primarily from enterprise contracts with publishers, advertisers and agencies. These contracts likely combine SaaS-style access to the platform with usage-based or performance-linked fees linked to audience activation, targeting and measurement. The business functions as a data and measurement partner within the digital advertising supply chain, rather than as a media owner or consumer-facing service.

Anonymised.io (formerly ID Ward) is a UK-based adtech company providing an AI-driven, decentralised data platform for privacy-safe, ID-less digital advertising. Its technology allows publishers and advertisers to discover, target and measure incremental audiences across sites and channels without exposing personal data, using edge processing and interest/intent modelling.

The company generates revenue by selling its platform and related activation/measurement services to publishers, brands and agencies. It positions itself as a data and activation layer that connects publishers seeking to monetise their audiences with advertisers seeking improved campaign performance and incrementality measurement, operating through enterprise-style contracts rather than self-serve tools for consumers.