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Brad Smallwood
Founder & CEO at Anonym
Smallwood is known for leading Meta's advertising measurement science practice and for championing incrementality testing and privacy-safe measurement frameworks as the industry moves away from cookie-based attribution.
Last updated May 30, 2026 by the ATDb Editorial Team
Bio
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.
Previous Roles
VP of Marketing Science
Meta (2008–2021)
GM, Display Business
Yahoo (2006–2008)
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
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
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
Connections