Anonymised, a privacy-enhancing technology company specialising in incremental targeting and measurement of ID-less audiences, today (23rd October, 2025) announced a new partnership with Index Exchange, one of the world’s largest independent supply-side platforms (SSP), to pioneer supply-side targeting, measurement, and optimisation capabilities. Index Exchange is the first SSP to integrate Anonymised's proprietary data and custom algorithms as a containerised solution to unlock closed-loop optimisation of programmatic campaigns on the supply-side.  

This integration allows Anonymised’s custom algorithms to run natively within Index Marketplaces, applying its logic at the point of impression - before the bid request is sent to a DSP. By adding decisioning closer to the supply-side, the partnership helps media owners unlock more value from their inventory and enables marketers to improve campaign performance in ID-less environments. It reduces reliance on external identifiers, supporting incremental reach and more efficient optimisation in low-bid environments. 

"Partnering with Index Exchange represents a significant advancement in making high-quality, incremental audiences accessible and performant at scale," said Mattia Fosci, CEO at Anonymised. "It is a fundamental step towards making our unique, high-quality data interoperable with the programmatic ecosystem. Anonymised and Index Exchange are boosting revenue across channels such as Safari, iOS, and CTV. All without compromising user privacy." 

"We believe the future of programmatic lies in intelligent decisioning on the sell side, applying data, custom algorithms, and business logic before the bid request ever leaves the exchange," said Paul Zovighian, vice president of marketplaces at Index Exchange. "Our partnership with Anonymised brings this vision to life - enabling privacy-focused, performance-driven targeting across ID-less environments. It’s a strong example of how Index Marketplaces empowers our partners to innovate and drive better outcomes, helping publishers unlock more value and giving marketers smarter, more efficient ways to reach their audiences." 

The collaboration reflects a broader industry movement toward applying intelligence on the supply-side where targeting, optimisation, and measurement happen within the exchange itself. For Anonymised, it offers its buyers a more direct and scalable path to activate its targeting and measurement technology across premium programmatic supply. For Index Exchange, it reinforces its role as the infrastructure for sell-side decisioning, enabling partners to apply their own algorithms and data strategies earlier in the workflow, with greater control and efficiency. 

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 ...

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