Anonymised & Bedrock partner on ID-less targeting for advertisers

Anonymised and Bedrock Platform have announced a partnership to deliver accurate targeting and measurement for digital advertising without reliance on traditional identifiers.

The integration allows Anonymised's proprietary ID-less audience data to be accessed natively on Bedrock Platform, a modular demand-side platform with a focus on signal sovereignty and unified curation. This marks the first instance that Anonymised's data has been made directly available for buy-side targeting.

With this partnership, customers of Bedrock Platform can utilise Anonymised's ID-less solution to reach previously unaddressable audiences across premium digital inventory. Buy-side clients will be able to manage campaigns using Bedrock's curator tools, deals management workflows, real-time activation infrastructure, and AI-driven data capabilities, while also ensuring high standards of brand safety.

Filling the identifier gap

One of the critical challenges addressed through this collaboration is the ability to target Safari and iOS users, who have often been underserved by platforms dependent on user identifiers. As a significant portion of web activity takes place in environments where user IDs are either blocked or do not exist, advertisers have found it difficult to reach these segments efficiently.

The combined solution enables advertisers to create sophisticated campaigns that can engage users across multiple devices, browsers, and over extended consideration periods, precisely in areas where bids have historically been lower and competition less intense. The partners state that this can be achieved while upholding privacy standards central to both companies' operations.

Publisher and brand impact

The integration brings benefits not only to advertisers but also to publishers, allowing them to monetise previously untapped inventory. This is particularly important for brands with complex purchase cycles, as these solutions make it possible to track and target users as they interact with content across various platforms and devices without relying on third-party identifiers.

"This partnership with Bedrock represents exactly the kind of next-generation programmatic innovation the industry needs," said Mattia Fosci, CEO at Anonymised. "For too long, advertisers have been missing out on reaching previously unaddressable audiences. Together, we're letting advertisers generate measurable, incremental conversions while supporting the kind of innovative brand-safe content ecosystem that benefits the wider ad industry."

Shane Shevlin, CEO at Bedrock Platform, said, "Bedrock exists to support businesses that need strategic alignment and adaptability from their ad platform. Our partnership with Anonymised reflects our core mission: providing the infrastructure that powers tailored solutions for marketers and their media buyers for sustainable business growth. Together, we're equipping buyers with the tools to engage premium audiences while upholding the highest standards of user privacy. One area where Anonymised has been especially resonating with clients is in finding a unique way to make highly valued Safari audiences more addressable and measurable."

Industry context

The digital advertising ecosystem is currently undergoing significant change, with privacy regulations and browser restrictions reducing reliance on cookies and persistent identifiers. According to Anonymised, up to 60% of internet activity is already considered ID-less. This shift has driven demand for approaches that can achieve targeting and measurement objectives without compromising user privacy.

The newly formed integration positions both companies to address these changes by providing tools suitable for the future of digital advertising, where respect for user consent and privacy are increasingly required by regulation and expected by users.

The partnership is expected to provide advertisers with more reach across the open web, particularly in segments that have historically lacked precision targeting and performance measurement capabilities. For publishers, this serves to improve inventory yield from sources that have previously been difficult to monetise due to identifier limitations.

The solution is relevant for a broad spectrum of brands and agencies, especially those focused on audiences with longer or more complex purchase journeys across multiple channels and devices.