Anonymised and Bytek partnership enables secure first-party data activation for expanded customer reach
advertising artificial intelligence
MTE
Published on : Nov 12, 2025
11 November 2025, London – Anonymised and Bytektoday 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.
About Anonymised
Anonymised is the ID-less audience solution for the future - helping advertisers target and measure relevant audiences for increased reach and performance - without using or exposing personal data. Its privacy-enhancing technology couples cross-site data with on-device machine learning to allow accurate targeting and measurement of 100% consented audiences, across all browsers and devices. ID-less advertising is crucial for the future of digital advertising since 60% of the web is already ID-less. Anonymised makes unaddressable audiences targetable and measurable again.
Anonymised is the ID-less audience solution for the future - helping advertisers target and measure relevant audiences for increased reach and performance - without using or exposing personal data. Its privacy-enhancing technology couples cross-site data with on-device machine learning to allow accurate targeting and measurement of 100% consented audiences, across all browsers and devices. ID-less advertising is crucial for the future of digital advertising since 60% of the web is already ID-less. Anonymised makes unaddressable audiences targetable and measurable again.
For more information visit: anonymised.io or follow us on LinkedIn.
Commercial contact: sales@anonymised.io
Press & Communication: press@anonymised.io
Victoria Fairclough victoria.fairclough@faircommunications.co.uk
About Bytek
Bytek is the MarTech Company of the Datrix Group. For over a decade, Bytek has been developing AI solutions for marketing and sales, helping businesses, banks, and retailers transform data into competitive advantage. The Bytek Prediction Platform centralizes and enriches first-party data with advanced prediction and detection algorithms, in a privacy-first architecture. Backed by a team of marketing science experts, all models are tailored to fit specific business needs and maximize performance. Bytek’s approach is rooted in innovation and experimentation, providing companies with the strategic and technological support they need to stay ahead.
Datrix Group is listed on Euronext Growth Milan and leads an international ecosystem of vertical B2B software companies that leverage the enabling power of Artificial Intelligence.
The Group operates in two main areas:
· AI for Data Monetization, helping Martech, AdTech, and FinTech clients unlock tangible value from their data;
· AI for Industrial & Business Processes, optimizing processes in sectors such as energy, infrastructure, manufacturing, and logistics.
Datrix’s portfolio includes the brands Adapex, Aramix, Bytek, and FinScience. The Group is also a technology partner to over 20 international universities and research centers for AI-focused R&D projects in areas such as Life Sciences, Social Well-being, and Cybersecurity, many of which are EU- and Italy-funded.
With its headquarters in Italy, Datrix operates across Europe, the United States, and the United Arab Emirates.
