Brad Smallwood

Thought Leader

Brad Smallwood is Founder and CEO of Anonym, a privacy-focused advertising-technology company he started in 2021 to help the digital advertising industry adopt privacy-preserving measurement and targeting; Anonym was acquired by Mozilla in 2024. He previously spent over twelve years at Facebook/Meta, where he built and led the Marketing Science team, and earlier ran Yahoo's display business.

Last updated Jun 6, 2026 by the ATDb Editorial Team

Role

Founder & CEO

Company

Anonym

Based

Menlo Park, California, United States

Connections

Years in industry: 15 years

Bio

Career

VP of Marketing Science
Meta · 2008–2021
GM, Display Business
Yahoo · 2006–2008

Expertise & education

Expertise

Advertising MeasurementIncrementality TestingMarketing Mix Modeling (MMM)Conversion Lift StudiesBrand Lift MeasurementPrivacy-Safe MeasurementMulti-Touch AttributionApp Tracking Transparency (ATT) Response Strategies

Education

MBA, Business School
Bachelor's Degree

Speaking topics

Privacy-first advertising measurementIncrementality testing and lift measurementThe future of attribution in a cookieless worldMarketing mix modeling and its resurgenceMeasuring advertising ROI across digital platforms

Recognition

Notable achievements

Led Meta's measurement science response to Apple's App Tracking Transparency, developing aggregated and modeled measurement alternatives adopted by thousands of advertisers globally
Pioneered the widespread adoption of conversion lift and incrementality testing as industry-standard methodologies for measuring true advertising ROI on Meta platforms
Built and scaled Meta's Marketing Science team into one of the largest dedicated advertising measurement organizations in the industry

Connection details