ITV has increased its stake in InfoSum, the data technology firm whose “clean room” solution is a key part of the broadcaster’s push into addressable TV advertising.
ITV has used Infosum systems since 2020 and, although exact details of its new investment have yet to be released, it reportedly equates to another 50% of its original commitment.
Founded in London and now co-headquartered in the US, InfoSum’s client base includes Channel 4, Global, The Telegraph Group, Omnicom, Experian and Kantar.
The firm’s tech also powers ITV Matchmaker, a new targeting tool developed in partnership with DunnHumby and Boots Media Group.
Matchmaker allows FMCG advertisers which work with either retailer to enhance their video on demand targeting by matching ITV’s registered first-party audience with Tesco’s Clubcard and Boots’ Advantage Card databases and measure precise sales uplift among those who have seen an ad.
InfoSum chairman and chief executive Brian Lesser said: “As an invaluable and longstanding partner, ITV and InfoSum are joined by a common vision for enabling secure data collaboration.
“ITV is an innovator that drives real change across the media landscape. Starting with its pioneering use of privacy-first data collaboration with Planet V and, more recently, retail media with the launch of the Matchmaker product alongside Tesco and Boots. With ITV’s additional investment, we are thrilled to further solidify our close partnership and all that is to come.”
ITV director of advanced advertising Rhys Mclachlan added: “Our Datamatch product has been developing nicely and in 2023, will be moving out of Adlabs, our innovation space and instead become a scaled ‘always-on’ feature of our addressable offering.
“In addition, Matchmaker is already over-subscribed for our pilot phase with more than 10 brands looking to work with us on the prototype. InfoSum is a critical part of ITV Commercial’s innovation and addressable proposition and an increased stake in the business ensures that we’re securing our own futures.”
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