Onetag Partners with Anonymised to Reclaim the Open Web with ID-Less, Privacy-First Advertising Solutions
by on 30th Jan 2025 in News
Onetag, a leader in AI-powered programmatic advertising solutions, has announced a strategic partnership with Anonymised, a privacy-enhancing technology company specialising in ID-less activation and full programmatic capabilities, without the need for third-party cookies.
This collaboration brings Anonymised’s innovative on-device data processing and real-time cohort segmentation to Onetag’s Smart Curation platform, offering advertisers scalable, privacy-compliant audience targeting and measurement across all browsers and devices.
With this integration, advertisers can connect with high-quality, ID-les audiences, unlocking up to 60% incremental reach across environments that lack user identifiers. Anonymised’s technology processes data on the user’s device, creating privacy-compliant cohorts based on real-time behaviours like scroll depth, time on page, and engagement with both ads and content. The partnership enables advertisers to deliver personalised, non-intrusive campaigns with improved performance metrics.
Curators will be able to select and immediately apply Anonymised segments to their Deal IDs from the Audience Data section in the Onetag Smart Curation Platform.
JAKALA is the first launch partner of this collaboration, reinforcing its role as a pioneer in privacy-first advertising solutions. By leveraging Onetag and Anonymised’s cutting-edge technologies, JAKALA empowers its clients to navigate the evolving digital landscape with a future-proof approach. Through this partnership, JAKALA enables brands to reach new, high-value audiences while ensuring compliance with the most stringent privacy regulations.
“Our partnership with Anonymised redefines what’s possible in programmatic advertising. By integrating their cutting-edge ID-less technology into Onetag’s Smart Curation platform, we’re not just adapting to a privacy-first landscape – we’re empowering our clients to thrive within it. Advertisers can now unlock untapped audience potential, optimise campaign performance, and maintain full compliance, all while delivering impactful, personalised experiences across the open web. This collaboration is a testament to Onetag’s commitment to driving innovation that balances performance, quality, and privacy,” said Filippo Gramigna, co-CEO of Onetag.
"Partnering with Onetag marks a significant step in redefining programmatic advertising. Together, we’re proving that advertisers don’t need user identifiers to achieve superior campaign performance," said Mattia Fosci, CEO at Anonymised. “By integrating our ID-less, privacy-first technology with Onetag’s Smart Curation platform, we’re unlocking incremental audiences that would not otherwise be reached by advertisers, while maintaining the highest standards of data security and compliance.”
“At JAKALA, we are committed to driving the next generation of digital marketing by embracing innovative, privacy-first solutions. This partnership with Onetag and Anonymised aligns perfectly with our vision, allowing us to offer clients highly effective programmatic campaigns without relying on traditional user identifiers. By leveraging this cutting-edge technology, we can deliver personalised, high-performance advertising while ensuring full compliance with privacy regulations,” said Adriano Coccia, senior director digital & media JAKALA.
The partnership aims to reclaim lost impressions across the open web, addressing inefficiencies caused by declining ID match rates and restrictive cookie policies. By combining Anonymised’s privacy-enhancing technology with Onetag’s AI-driven deal platform, advertisers gain access to incremental, high-performing audiences, while publishers can monetize inventory more effectively, without data leakage.
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