InfoSum in Data Matching Partnership

In New York, data collaboration platform InfoSum has inked a deal with DIRECTV Advertising, to create a first party data-matching solution for advertisers.

InfoSum's clean room solutions allow multiple parties to collaborate and benefit from each other's customer and other data without breaching privacy by actually transferring it to each other.

Earlier this month it launched a new solution called Private Path, aiming to help client organizations securely maximize the value of first-party data outside the clean room environment. The company was founded in 2016 and has bases in the US, the UK, continental Europe and Australia. British broadcaster ITV is an investor.

Its new partner DIRECTV Advertising delivers audience-based, digital and new media solutions to help advertising clients address and engage their audience at scale while continuously measuring campaign impact against their goals.

The new solution build on InfoSum's data clean room technology and allows advertisers to compare their first-party data against the cross-platform audience of millions of DIRECTV and DIRECTV STREAM viewers to plan, activate and measure targeted advertising campaigns in a privacy-compliant manner and without relying on third-party identifiers. The new collaboration will also allow DIRECTV Advertising to tap into InfoSum's network of data partners to generate new insights about subscribers, enrich audience segments and gain a competitive advantage.

Amy Leifer, Chief Advertising Sales Officer at DIRECTV Advertising says the firm 'has decades of experience helping advertisers to reach their audience across linear and streaming in the most premium TV environments, while simultaneously using data to identify, reach, and measure the impact of specific campaigns against the brand's business goals'. She adds: 'We meet clients where they are, and this relationship with InfoSum allows us to put privacy at the centre of our first-party data approach, and bring greater value to our clients and partners'.

InfoSum Chairman & CEO Brian Lesser (pictured) comments: 'Customer-centric businesses are increasingly putting consumer privacy first. InfoSum's industry-leading data clean room technology empowers our partners and their clients to engage in cutting-edge advertising collaborations without risking data exposure, leakage or misuse'.

Web site: www.infosum.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.