Boots signs 'clean room' data partnership with InfoSum

InfoSum, the data business which powers ITV’s addressable TV platform, Planet V, and has deals with Omnicom, Experian, REaD Group and Kantar, has signed up Boots in a deal which the retailer claims will enable it to target audiences across media partners in a “privacy-safe” way.

InfoSum’s technology enables companies and advertisers to work together without ever sharing their own first-party data.

Using the technology, Boots will be able to collaborate directly with broadcast video-on-demand and audio platforms, including Channel 4, ITV and Global. The retailer insists it will be able to independently use its first-party customer data to build “highly-tailored audiences” and customers with the “right message, at the right time”.

With the recent launch of the Boots Media Group (BMG), brands can now tap into audiences across the Boots app, website and in-store as well as access 14 million active Advantage Card members.

The partnership between Boots and InfoSum will offer additional scale and reach to brands, delivering campaigns across all media partners in the InfoSum ecosystem.

Boots chief marketing officer Peter Markey said: “We are thrilled that with InfoSum we have found a solution that puts data privacy first and enables us to collaborate with brands, offering them our unparalleled insight into our customers’ needs and shopping habits without actually having to share that data.

“By unlocking the power of our first-party data and giving brands access to our marketing channels, we can help accelerate ROI by delivering relevant experiences to customers and ultimately enhance the shopping experience for them.”