Data Partnership for InfoSum and WPP's Choreograph

Data collaboration platform InfoSum has announced a partnership with WPP's data and technology company Choreograph, promising to streamline and future-proof campaign planning and audience profiling capabilities for clients of GroupM.

InfoSum was founded in 2016 and has offices in the US, the UK, continental Europe and Australia. The firm boasts 'the only secure data clean room', allowing clients to personalize and enhance customer experiences while prioritizing their privacy using patented 'non-movement of data technology' which aims 'to connect the world's data without ever sharing it'. In January it launched a new solution called Private Path, which aims to help client organizations securely maximize the value of first-party data outside the clean room environment.

Choreograph's proprietary AmeriLINK database contains information about consumers and households, including demographic, psychographic, health and wellbeing, life events, transactional attitudinal and financial indicators. The new deal uses InfoSum's clean room technology to connect US clients' first-party data with AmeriLINK, allowing them to evaluate and develop richer customer audiences, optimise media strategies and activate media downstream.

InfoSum CEO Lauren Wetzel says the firm is 'proud to partner with Choreograph to help GroupM's clients realise the value of their first-party data as they navigate the fast-changing advertising landscape'. Choreograph CEO Evan Hanlon says GroupM and InfoSum have 'a long record of partnering to make client campaigns more effective, more personal, and more private', and adds: 'As Choreograph, we're thrilled to be deepening that partnership and applying our shared commitment to privacy and the intentional use of data to the work we do with our advertiser and publishing partners'.

Web site: www.infosum.com and www.choreograph.com .