Observed Signal · Oct 23, 2025 · Partnership · Source: ExchangeWire · Impact: 3/5 · Sentiment: Positive
Anonymised and Index Exchange Boost ID-Less Targeting Efficiency
Anonymised, a privacy-enhancing technology company focused on incremental targeting and measurement of ID-less audiences, announced a partnership with Index Exchange on 23 October 2025 to bring Anonymised's data and custom algorithms into Index Marketplaces as a containerised solution. The integration enables these algorithms to run natively at the point of impression, before the bid request leaves the exchange, unlocking closed-loop optimisation of programmatic campaigns on the supply-side. The collaboration aims to help media owners unlock more value from inventory, while enabling marketers to improve performance in ID-less environments and reduce reliance on external identifiers, supporting incremental reach. Quotes from Mattia Fosci (CEO, Anonymised) and Paul Zovighian (VP of Marketplaces, Index Exchange) frame the partnership as advancing privacy-focused, performance-driven targeting across Safari, iOS, and CTV. Overall, the deal reflects a broader shift toward on-exchange decisioning, empowering partners to apply their data and logic earlier in the workflow.
New partnership enabling supply-side decisioning and ID-less targeting in programmatic marketplaces; notable collaboration between Anonymised and Index Exchange.
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Key Takeaways & Evidence Grounding
- Anonymised and Index Exchange announced a partnership on 23 October 2025 to bring Anonymised's data and custom algorithms into Index Marketplaces as a containerised solution.
- Index Exchange becomes the first SSP to integrate Anonymised's proprietary data and custom algorithms as a containerised solution to unlock closed-loop optimisation of programmatic campaigns on the supply-side.
- The integration allows Anonymised's algorithms to run at the point of impression, before the bid request is sent to a DSP.
- The partnership aims to unlock more value from inventory, improve campaign performance in ID-less environments, and reduce reliance on external identifiers while enabling incremental reach.
- Executives Mattia Fosci (CEO, Anonymised) and Paul Zovighian (VP of Marketplaces, Index Exchange) describe the collaboration as advancing privacy-focused, performance-driven targeting across Safari, iOS, and CTV.
Connected Companies & Entities
2 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Former Utiq and Xandr/Microsoft Leader Joins illuma for AI Scaling
illuma, a London-based AI company specializing in contextual decision intelligence, has appointed Michel Guillon as head of solutions architecture. Guillon brings two decades of adtech leadership experience from Utiq and AppNexus/Xandr/Microsoft, where he worked closely with illuma's integrations. His role will help partners integrate illuma's contextual intelligence into their systems at enterprise scale, leveraging his deep knowledge of DSP and SSP architecture and data interoperability. illuma's AI technology is used by brands, agencies, publishers, and platforms to optimize advertising decisions in real time, and is available through major platforms including The Trade Desk, Equativ, Index Exchange, Amazon, DV360, Yahoo, OpenX, PubMatic, and Magnite. The appointment underscores illuma's expansion across leading advertising platforms.
Index Exchange CEO: Sell-Side Innovation, CTV Transparency, AI Agents
In an interview with ADZINE, Andrew Casale, CEO of Index Exchange, discusses the evolution of programmatic advertising. He argues that sell-side innovation, including modeling and containerization, is increasing complexity but also value. Buyers can now run their own models on the sell-side, democratizing decision-making. Casale addresses the black box concern, noting that while the internal logic of buyer models is opaque, the platform observes their actions. He highlights the shift towards modular infrastructure, with Index enabling data providers and DSPs to run modules on its cloud. Regarding CTV, Casale emphasizes the need for more transparency, noting that while genre data is increasingly available, show and episode data remain limited due to legal and distribution issues. He discusses the evolution of pod serving and the role of agentic advertising, distinguishing between workflow automation and impression-level decisioning, which remains the domain of mathematical models. Casale sees AI agents as useful for automating manual tasks but not as a revolution that will shift power from walled gardens.
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