ITV and InfoSum Partner in Hub User Access Deal

In the UK, broadcaster ITV has entered a data partnership with identity infrastructure provider InfoSum, to give advertisers access to 30 million ITV Hub users without the need to exchange first-party data sets.

InfoSum provides a privacy-safe way to analyse, optimise, segment and activate data. Using this 'privacy-by-design' operating infrastructure, clients can now activate customised audiences across the ITV Hub online video on demand service, without requiring any personal data to be shared. ITV says that unlike other solutions which rely on third-party IDs or the centralisation of data, the ITV and InfoSum proposition is based purely on its own and advertisers' first-party data.

The broadcaster is preparing to launch its new addressable advertising platform Planet V later this year: this platform will give advertisers and agencies control over the purchasing of their campaigns across the ITV Hub, and allow them to optimise and monitor campaigns in real time.

Kelly Williams (pictured), ITV's MD, Commercial comments: 'The application of data sets for customer segmentation, advanced media targeting and effectiveness analysis are critical processes for ITV as a broadcaster, for our unique Planet V programmatic offering and for developing deeper strategic relationships with our advertiser partners. InfoSum's privacy-first infrastructure, designed for the cookie-less future, complements Planet V's principles of being a trusted platform for advertisers and partners, and designed for the future of TV advertising'.

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