Independent media agency the7stars has become the latest company to sign up to InfoSum’s “clean room” data scheme by taking on the might of the data industry with the launch of a proprietary platform, dubbed Bridge.
It is claimed that Bridge will give the7stars’ clients – which include Iceland, Warner Music, Ladbrokes Coral Group, Nintendo and Suzuki – access to a privacy-first, fully addressable customer database that “brings together the biggest and best media, data and technology partners in the UK”.
The platform is also being supported by 13minutes, the7stars’ adtech consultancy, and claims to help clients find out more about their customers and deliver personalised creative within a data secure environment.
Bridge will be used alongside the7stars’ proprietary audience planning framework, Gravity Planning, in an effort to enhance how advertiser segmentations are identified and activated in a more effective and scalable way.
The7stars tech and activation lead Rhys Williams (pictured) said: “We know from our own research that approximately three-quarters of all media bought in the UK is now driven by some form of adtech. While there have been significant technological developments in media delivery, the same hasn’t happened when it comes to media targeting.
“InfoSum forms an important part of the Bridge solution, allowing advertisers to safely maximise the power of their own first party data to future proof their media for success. Now our clients can test drive data-driven campaigns with access to a data bunker, alongside seamless tech support and expert advice.”
InfoSum’s platform, which is already used by ITV, Boots, Kantar, REaD Group and Omincom, enables brands, media owners, data owners and other companies to connect data without ever sharing it.
Sales director Sunil Modha said: “Advertisers face huge technical, trust, and legal challenges to leverage first-party data safely, whether that’s traditional digital or across the newer advanced forms of TV, OOH, and audio.
“This partnership will see InfoSum working directly with the7stars, to help their clients to road map and test solutions, and find out what technology works best for them. It’s about investing in the right technology for longer term success.”
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