11 November 2025, London – Anonymised and Bytek today announced a strategic partnership that marks a new step forward in the secure and predictive activation of first-party data.
Prediction and detection algorithms are at the core of the Bytek Prediction Platform, the prediction platform that unlocks the power of secure, privacy-compliant first-party data for enterprise advertisers. These models enable the creation of audiences based on product and thematic interests, as well as predictive segments built on customer lifetime value (Predictive LTV) and conversion probability (Action Prediction).
These audiences are then activated through Anonymised’s technology, which ensures the secure processing of Bytek’s raw analytics and eliminates the risks traditionally associated with sharing first-party data in digital advertising. Thanks to its advanced AI functions, Anonymised enables on-device targeting and measurement of ID-less audiences, turning predictive data into more accurate, measurable campaigns that work across all devices and fully comply with the highest privacy standards.
Through this integration, data owners – including retailers – can build and activate advanced, monetizable audiences without exposing their first party data, while advertisers gain access to highly performance, incremental audiences – including those derived from retail transaction analysis. This partnership enhances targeting precision, increases conversions and enables more accurate incremental measurement without exposing proprietary data to risk.
“This partnership with Bytek accelerates Anonymised’s journey towards becoming an integral part of the advertiser’s marketing stack,” said Mattia Fosci, CEO at Anonymised. “Too many advertisers have been hesitant to fully leverage their valuable customer data due to legitimate privacy and competitive concerns. Together with Bytek, we’re removing those barriers and enabling brands to unlock the full potential of their first-party data with zero risk and all the upside of reaching huge, untapped audiences.”
“At Bytek, we have always believed in the transformative power of data and insights to boost value and efficiency across marketing and sales,” commented Paolo Dello Vicario, CEO of Bytek. “Our partnership with Anonymised perfectly aligns with our mission to help enterprise advertisers maximize their first-party data investments. This integration gives our clients the confidence to activate their data in complete safety, while achieving superior targeting precision and measurement accuracy.”
This collaboration, spanning Europe and the United States, allows advertisers to move beyond the traditional limitations of first-party data activation. It provides a secure bridge between predictive platforms and programmatic advertising, delivering measurable business outcomes at scale while maintaining the highest data protection standards.
