ID Ward is on a mission to disrupt the $200 billion digital advertising market by making personal data an asset owned and controlled by the user. Privacy laws are challenging the way individuals are tracked and profiled online, and enabling technologies such as third-party cookies and advertising IDs are on their way out. This offers a great opportunity to rewrite the rules that govern the open internet. ID Ward’s Anonymous Identity and decentralised Machine Learning keep the user in full control of their data while still giving marketers the ability to reach their target audiences. ID Ward decouples personalisation from personal information.