Anonymised unveils Audience Lift to boost ad targeting

Anonymised has launched Audience Lift, a product that uses first-party data to build audience segments for use across social and search platforms.

The company said Audience Lift creates multiple people-based audiences by combining advertiser first-party data with live interest and intent signals. Anonymised said it uses on-device processing and a privacy-by-design approach.

Beyond seed audiences

Advertisers often use action-based seed audiences such as site visitors and converters. Anonymised positioned Audience Lift as an alternative to that approach. It said the product generates additional audiences from the same underlying first-party datasets, which can then be used to build lookalike audiences and expand targeting options.

The company said Audience Lift runs audience strategies across channels, including social and search. It said each audience competes on performance within those channels. Anonymised also said the system identifies behaviours associated with higher conversion value and adjusts targeting based on performance feedback.

Anonymised said the product can shift campaigns from static setups to audience strategies that adapt to results. It also cited performance uplifts of 30% to 40% across platforms, including Meta and Google Ads. The company framed the approach around expanding into higher-intent profiles based on what it described as real-time signals and performance observations.

"We are excited to help clients move beyond single action-based seed audiences to multiple people-based audiences," said Mattia Fosci, CEO, Anonymised.

Fosci argued that common seed audiences limit the behavioural signals available. "We've addressed a fundamental challenge in digital advertising - most seed audiences are built from site visits, actions and conversions, leaving them behaviourally blind. This leads to audience saturation, rising CPMs and declining performance. Audience Lift solves this by turning first-party data into an intelligent audience that becomes a performance growth engine. Audience Lift shows that when media and tech align with values and social impact, success takes on a different meaning," said Fosci.

Early results

Anonymised pointed to early campaign results with media agency MI Media. The work involved charity Prostate Cancer UK and ran on Meta.

MI Media faced constraints under Meta's healthcare advertising category rules, which it said blocked conversion optimisation. Anonymised said MI Media used Audience Lift to create enriched lookalike audiences for the campaign. The company reported a 35% reduction in cost per acquisition over two weeks.

"We have seen early success on Meta using Audience Lift. Its unique capabilities utilise first-party data more effectively, resulting in a significant CPA reduction," said George Hobday, Head of Digital & Data, MI Media.

Hobday also described the use case for regulated or sensitive advertising categories. "Together with Anonymised, we've been able to bring the power of our client's first-party data to social in ways that weren't previously possible, particularly for sensitive categories like healthcare," said Hobday.

Privacy approach

Anonymised describes itself as an AI data platform focused on incremental audience targeting and campaign measurement without exposing personal data. It said its technology uses cross-site data and on-device machine learning. The company also said it works with consented audiences across browsers and devices.

The firm also highlighted a broader shift in digital advertising, noting that a large share of web traffic is difficult to identify or target using traditional methods. Anonymised positioned its use of first-party data and on-device processing as part of a response to that environment.