The partnership centres on the Bytek Prediction Platform, which uses first-party data to create audiences based on product and thematic interests, as well as predictive segments built on customer lifetime value and conversion probability.

The audiences are then run through Anonymised’s AI technology to support on-device targeting and measurement of ID-less audiences to help advertising campaigns.

The two companies said the integration would allow users to build audiences and incremental measurement without exposing first-party data. The collaboration will focus on Europe and the US.

Paolo Dello Vicario, chief executive at Bytek, said the partnership would “help enterprise advertisers maximise their first-party data investments”.

Mattia Fosci, chief executive at Anonymised, added the company was removing barriers as “too many advertisers have been hesitant to fully leverage their valuable customer data due to legitimate privacy and competitive concerns”.