InfoSum Promises Secure Data Outside the Clean Room

Data collaboration platform InfoSum has 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.

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. The company was founded in 2016 and has based in the US, the UK and continental Europe. UK broadcaster ITV is an investor.

Private Path builds on this existing technology to provide faster, safer and more cost-effective collaboration, says the firm. The solution does not require data to be shipped to and from a centralized repository, even in raw or hashed format, but uses patented non-reversible synthetic identifiers.

Partners already using the technology include Circana, Experian, ITV, NCSolutions, S&P Global Mobility, and Tesco Media & Insight Platform, and uses include improved measurement of campaign performance by securely connecting sales and exposure data.

Chairman and CEO Brian Lesser (pictured) says the new solution 'brings all of InfoSum's industry-leading privacy and security protections outside of the clean room environment, enabling organizations to use that connected intelligence for a wider array of use cases'. He adds: 'As well as creating opportunities for media owners and brands to make more from their first-party data, it also opens up a path for measurement providers to offer new and innovative services to their clients, empowering them to perform analysis of campaign performance at speed without any risk of exposing sensitive customer data'.

Amy Marentic, President of Global Solutions at Circana, comments: 'Circana's audiences and frequent shopper transaction data have been available in the InfoSum platform for quite some time and allows users to quantify overlap within seconds. We are excited to further expand our engagement with InfoSum by entering a proof of concept for Private Path, which will enable our mutual clients to augment their first-party data with Circana's robust transaction data, allow for activation and permit advertisers and their agencies to better understand and maximize performance of their campaigns across both traditional and emerging channels including streaming TV'.

Web site: www.infosum.com .