InfoSum signs deal with Google for advertising boost

InfoSum, the business which virtually invented “clean room” data collaboration and works with ITV, Omnicom, Boots, Experian, and Kantar, has signed a deal with Google to help clients more closely connect with their first-party audiences, while boosting privacy protection and data security.

Google’s Display & Video 360’s Publisher Advertiser Identity Reconciliation (PAIR) is a new solution that enables advertisers and publishers to match their first-party data without tracking people across the web.

It is claimed the partnership between Google and InfoSum, which is part owned by ITV, will provide organisations with a sustainable long-term path to addressability, scale, and performance all in a “privacy-first” environment.

Advertisers and publishers will maintain complete ownership and control over their data; data cannot be pooled to create profiles, and PAIR’s encryption design protects against data leakage and prevents tracking users across the web.

Meanwhile, advertisers and publishers will have the choice of deal types (non-guaranteed and guaranteed), auction types (open and private), and desired cost per thousand for monetisation controls.

InfoSum chairman and CEO Brian Lesser said: “The partnership will enable advertisers to reach high-intent audiences with greater ease, increasing return on advertising spend, while prioritising the privacy of their customers. We’re thrilled to work with Google to deliver PAIR and bring the industry one step closer to doing right by consumers.”

Amy Darwish, global head of strategic partnerships at Omnicom-owned Annalect, added: “This deal will allow Omnicom’s clients to unleash the power of their first-party data to deliver rich, personalised advertising experiences that not only engage customers, but also builds trust in their brand by prioritising consumer privacy and control.”

TOPICS:addressable TV data privacy data strategy data-driven marketing Google InfoSum ITV