past-participle adjective from hide (v.1); a Middle English formation (Old English had gehydd "hidden") on the model of ride/ridden, etc. As "secret, occult" from 1540s. Hidden persuaders (1957) was Vance Packard's term for ad men.
-ness
word-forming element denoting action, quality, or state, attached to an adjective or past participle to form an abstract noun, from Old English -nes(s), from Proto-Germanic *in-assu- (cognates: Old Saxon -nissi, Middle Dutch -nisse, Dutch -nis, Old High German -nissa, German -nis, Gothic -inassus), from *-in-, originally belonging to the noun stem, + *-assu-, abstract noun suffix, probably from the same root as Latin -tudo (see -tude).