Milan, December 15 2025 – Bytek, the MarTech company of the Datrix Group, announces a new strategic partnership with Adenty, an advanced data collection and actioning platform built on privacy-first principles. The collaboration is driven by a clear objective: helping companies overcome the challenges of the cookieless landscape and rebuild a stable, reliable, and AI-ready first-party data infrastructure.
In recent years, the evolution of privacy regulation and the progressive disappearance of cookies have made it increasingly difficult for brands to reconstruct real user behavior. Digital signals are fragmented, identifiers are unstable, and many tracking tools lack transparency regarding the underlying data, identity models, or the quality of the inbound flows entering enterprise systems.
This is precisely the context in which Bytek and Adenty decided to combine their complementary strengths: Bytek’s expertise in AI-driven architectures and data activation on one side, and Adenty’s capability to design scalable, privacy-first data collection systems natively integrated with the client’s infrastructure on the other.
“The Bytek Prediction Platform empowers dozens of enterprises and scale-ups every day to fully unlock the value of their data through a robust predictive layer. Yet our experience shows that data collection is still an area that often requires greater simplicity and control. This partnership with Adenty aims precisely at addressing that challenge: bringing to market plug-and-play technologies that ensure fast, clean, and natively integrated data collection, an essential foundation for maximizing the impact of AI.”, says Paolo Dello Vicario, Co-Founder of Datrix and CEO of Bytek.
“High data quality is both a priority and a challenge in today’s privacy-first environments, yet it’s still achievable. Adenty helps ‘seal’ major data leakages caused by cookie decline, user anonymity, identity silos, and browser-side deletions. We are proud to technically complement Bytek, as combining strengths is always a good idea. I look forward to Bytek users benefiting from simple, fast, and granular data collection for superior AI efficiency.”, notes Ilya Lashch, Founder & CTO of Adenty.
Bytek Tag by Adenty: the first outcome of the partnership
The first joint product released by the two companies is Bytek Tag by Adenty, a new proprietary pixel designed to help brands capture high-quality web events and stream them directly into their BigQuery environment in near real time.
Unlike traditional scripts, Bytek Tag by Adenty generates a proprietary probabilistic persistent ID for each visitor, ensuring continuity even in the absence of cookies, and automatically detects PII such as emails, applying SHA-256 hashing compliant with Google standards.
All events are streamed directly into the client’s data warehouse, with no silos.
The data model follows a warehouse-native design and integrates seamlessly with the Bytek Prediction Platform, enabling companies to activate predictive models such as Predicted LTV, Action Prediction, Interests, and AI RFM Clustering, as well as enhancing server-side signaling toward Google Ads, Meta, and CRM systems.
An infrastructure built for AI and privacy
The combination of Adenty’s engineering and Bytek’s predictive layer gives companies a concrete competitive advantage: the ability to build a clean, consistent, and fully owned data foundation, the essential prerequisite for scaling value-based bidding, predictive audiences, and advanced customer analytics.
