Former Meta Execs Launch Startup to Improve Ad Measurement

Former Meta ($META@US) executives Graham Mudd and Brad Smallwood, who developed Meta’s advertising system for over a decade, have launched a company that allows marketers to measure the effectiveness of their ads while maintaining user privacy. Anonym aims to use encrypted data sets to tell advertisers how effective their ad campaigns were while maintaining individual user privacy. Meta’s advertising system collects detailed user data on ad campaigns. In 2021, Apple ($AAPL@US) released an iOS update impeding apps from collecting user data, which put a dent in Meta’s ad revenue. Anonym is one of many new companies developing systems that help brands mine data sets without compromising user privacy.