ITV and InfoSum Extend Data Partnership

UK commercial broadcaster ITV has extended its partnership with data collaboration platform InfoSum, more than four years after teaming up to develop the veteran media group's addressable advertising capabilities.

The two companies announced in 2020 that they would work together to give advertisers access to 30 million ITV Hub users without the need to exchange first-party data sets, using InfoSum's 'privacy-by-design' operating infrastructure. Further investment was added two years ago.

ITV's Planet V platform gives advertisers and agencies control over the purchasing of their campaigns across the ITV Hub, and allows them to optimise and monitor them in real time. The extension, according to the partner companies, reflects not only the success of the targeting offer to date but also trends in the market such as the decline of cookies, rising public awareness of and legislation concerning privacy, and the explosive growth of multi-platform media consumption.

Planet V's suite of solutions include Data Match, which enables brands with first-party data to target customers across ITV; Retail Match (formerly Matchmaker), through FMCG advertisers can tap shopper audience insights from the major retail schemes such as Tesco Clubcard and Boots Advantage Card; and now Auto Match, built on InfoSum's technology with Carwow, which allows the targeting of more than 1.3 million known active car buyers, and the measurement of uplift in web site traffic, car configurations and sales.

According to Rhys McLachlan, Director of Advanced Advertising at ITV, the broadcaster has 'unlocked huge latent value in its data sets by building out the market's most sophisticated and innovative ad products'. He adds: 'InfoSum has been instrumental in enabling this. We're delighted to extend our partnership as our addressable journey evolves and progresses'. InfoSum CEO Lauren Wetzel (pictured) adds: 'Our extended partnership with ITV is a testament to the power of privacy-first infrastructure in reshaping addressable advertising. Together, we've proven that brands don't need to trade consumer privacy for performance: effective audience targeting can, and should, be done without sharing, commingling, or exposing personal data. By embracing a decentralized approach, we're not just keeping pace with industry changes but leading the charge and ensuring we're on the right side of history. The future of advertising is privacy-first, and together, we're proving that innovation and responsibility can go hand in hand while delivering exceptional results'.

Web sites: www.itv.com and www.infosum.com .