“Neutrality, being agnostic, and being independent” is core to data clean room player InfoSum’s success, says Lauren Wetzel, CEO of InfoSum, on this week’s Open Market podcast by Marketecture.
GroupM is sold. Yesterday, GroupM and InfoSum announced they would partner to support Choreograph, WPP’s global data and technology company. Choreograph will use InfoSum’s data clean room to bridge their first-party data with AmeriLINK. AmeriLINK is Choreograph’s consumer database in the US. It powers Choreograph’s audience modeling, and data enrichment and hygiene services.
Why This Matters:
The partnership will help GroupM’s clients bring first-party data to “evaluate and develop richer customer audiences, collaborate with media and tech partners’ proprietary data assets, further optimize their media strategies, and activate media downstream,” according to the press release about the partnership. InfoSum also provides peace of mind in that its technology enables clean room and collaboration capabilities that are secure and compliant.
“InfoSum is proud to partner with Choreograph to help GroupM’s clients realize the value of their first-party data as they navigate the fast-changing advertising landscape,” says InfoSum’s Wetzel.
The partnership continues to highlight the growing value of first-party data. First-party data is becoming increasingly critical for marketers as traditional advertising identifiers like third-party cookies are being deprecated either by browsers, regulators, or consumers (the latter, in particular, will be asked to do quite a bit more given Google’s decision to grant cookies in Chrome a stay of execution).
Experts React:
Choreograph CEO Evan Hanlon agrees. “In a world of changing standards, we’re creating an edge for our clients through data connectivity, seamless partner collaboration, and strategies rooted in first-party data,” he says in the release.
Wetzel, as InfoSum’s new CEO, has been outspoken about the value of the company, telling Beet.TV recently: “We talk about the use of really innovative data sets and protecting those datasets to do things we’ve never been able to do before.”
Our Take:
A good partnership for InfoSum, who happens to know a guy at GroupM. The company also recently announced its data clean room tech would be available to Netflix advertisers in the coming months.
