As cookies crumble and privacy rules tighten, advertisers are scrambling for ways to reach audiences who’ve become invisible to traditional targeting systems. Enter Anonymised, a privacy-enhancing ad tech startup, and Bedrock Platform, a modular demand-side platform (DSP) designed for data sovereignty.

The two companies announced a new partnership that makes Anonymised’s ID-less audiences natively available on Bedrock. For the first time, advertisers using Bedrock can directly tap into these anonymized datasets and run precision campaigns across premium inventory—without relying on third-party IDs.

Why It Matters

Safari and iOS users—representing a massive slice of high-value audiences—have long been adland’s blind spot. Apple’s privacy-first stance left many platforms unable to measure or target effectively, resulting in under-monetized inventory and missed opportunities. Anonymised and Bedrock aim to fix that.

The integration essentially brings “walled garden-level” precision to the open web, letting advertisers chase incremental conversions while keeping brand safety and user privacy intact. Publishers benefit too, by monetizing audiences that were previously unaddressable.

Features and Benefits

• Native Integration: Anonymised’s ID-less audience data is directly embedded into Bedrock’s platform.

• Cross-Channel Reach: Advertisers can extend campaigns across screens, devices, and browsers.

• AI-Driven Tools: Bedrock provides curation workflows, deal management, and real-time activation powered by machine learning.

• Safari & iOS Unlock: One of the partnership’s headline features is making high-value Safari audiences measurable and addressable.

The Bigger Picture

The move reflects a growing trend: privacy-first targeting that doesn’t sacrifice performance. Competitors like The Trade Desk and Google are racing to solve similar ID-loss challenges with their own frameworks (UID 2.0, Privacy Sandbox). But Anonymised and Bedrock’s collaboration could stand out for its simplicity and focus on incremental conversions in low-bid, high-quality environments.

Voices from the Field

“This is exactly the kind of programmatic innovation the industry needs,” said Mattia Fosci, CEO at Anonymised, emphasizing the measurable conversions possible from unaddressable audiences.

For Bedrock, the integration hits at its core mission. “We’re equipping buyers with tools to engage premium audiences while upholding the highest standards of user privacy,” added Shane Shevlin, CEO of Bedrock Platform.

Market Impact

If it works as promised, this could be a blueprint for the post-cookie era—where advertisers don’t have to choose between privacy and precision. For brands with long purchase cycles and multi-device audiences, the Bedrock-Anonymised combo could be a serious competitive advantage.

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