InfoSum and Choreograph collaborate to enhance data-driven advertising

InfoSum yesterday announced a partnership with Choreograph, WPP's global data and technology company. This collaboration aims to revolutionize campaign planning and audience profiling for GroupM clients through secure data collaboration techniques. The partnership, unveiled just one day before today's date, addresses the growing need for privacy-conscious, data-driven advertising solutions in an increasingly complex digital landscape.

At the heart of this partnership lies the utilization of InfoSum's data clean room technology. This innovative approach allows GroupM clients to connect their first-party data with Choreograph's AmeriLink database, a comprehensive repository of consumer information. The AmeriLink database encompasses a wide array of data points, including demographic, psychographic, health and wellbeing, life events, transactional, attitudinal, and financial indicators. By leveraging this rich data set, advertisers can develop more sophisticated customer audiences, optimize their media strategies, and activate media campaigns with enhanced precision.

The collaboration between InfoSum and Choreograph addresses several key challenges faced by the advertising industry. As media owners and brands seek to harness the power of first-party data, they must navigate the complex terrain of consumer privacy concerns and evolving regulatory landscapes. InfoSum's data clean room technology provides a secure environment for data collaboration, employing advanced privacy-preserving techniques such as differential privacy and patented secure data handling methods.

Lauren Wetzel, CEO of InfoSum, emphasized the importance of this partnership in helping GroupM clients maximize the value of their first-party data. She stated, "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." Wetzel further highlighted the potential for creating "world-leading ad experiences" through the secure, future-proofed environments enabled by this collaboration.

The partnership between InfoSum and Choreograph builds upon a long-standing relationship between GroupM and InfoSum. This history of collaboration has focused on enhancing campaign effectiveness, personalization, and privacy protection. The new agreement expands on these efforts, bringing Choreograph's expertise and resources into the fold.

Evan Hanlon, CEO of Choreograph, underscored the strategic importance of this partnership in the context of changing industry standards. He remarked, "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." Hanlon expressed enthusiasm about deepening the partnership with InfoSum and applying their shared commitment to privacy and intentional data use to benefit advertiser and publishing partners.

The technical underpinnings of this collaboration are worth exploring in greater detail. InfoSum's data clean room technology represents a significant advancement in secure data handling. Traditional data sharing methods often involve the transfer of sensitive information between parties, increasing the risk of data breaches or misuse. In contrast, InfoSum's approach allows for data analysis and insights generation without the need for raw data to change hands.

This non-movement of data principle is protected by multiple patents held by InfoSum. The company's technology creates a secure, decentralized network where data remains under the control of its original owner. Parties can collaborate and derive insights from combined datasets without exposing the underlying data itself. This approach not only enhances data security but also helps organizations comply with stringent data protection regulations such as GDPR and CCPA.

Choreograph's AmeriLink database serves as a powerful complement to InfoSum's technology. By organizing vast amounts of consumer data into actionable insights, AmeriLink enables advertisers to create more targeted and relevant campaigns. The database's comprehensive nature allows for nuanced audience segmentation and profiling, taking into account a wide range of factors that influence consumer behavior.

One of the key benefits of this partnership is the ability to perform lookalike modeling. This technique allows advertisers to identify potential customers who share similar characteristics with their existing high-value customers. By leveraging the combined power of first-party data and AmeriLink's extensive consumer profiles, advertisers can expand their reach while maintaining relevance and effectiveness.

Data enrichment is another critical capability enabled by this collaboration. Advertisers can augment their existing customer data with additional insights from the AmeriLink database, creating a more comprehensive view of their audience. This enhanced understanding can inform everything from product development to marketing strategy, ultimately leading to more personalized and impactful customer experiences.

The partnership also addresses the important issue of data hygiene. Maintaining accurate and up-to-date customer information is a persistent challenge for many organizations. The data hygiene services offered through this collaboration can help advertisers clean and validate their data, ensuring that their campaigns are based on reliable information.

It's worth noting that this partnership comes at a time when the advertising industry is grappling with significant changes. The phasing out of third-party cookies, increasing privacy regulations, and growing consumer awareness of data usage have all contributed to a shifting landscape. The InfoSum-Choreograph collaboration represents a proactive approach to these challenges, offering a privacy-first solution that doesn't compromise on advertising effectiveness.

As the industry moves towards a cookieless future, solutions like those offered by InfoSum and Choreograph are likely to play an increasingly important role. By prioritizing consumer privacy while still enabling sophisticated data analysis and targeting, these technologies offer a glimpse into the future of digital advertising.

Key facts of this partnership

• InfoSum and Choreograph announced their partnership on August 28, 2024.
• The collaboration aims to enhance campaign planning and audience profiling for GroupM clients.
• InfoSum's data clean room technology will be used to connect client first-party data with Choreograph's AmeriLink database.
• The partnership enables lookalike modeling, data enrichment, and data hygiene services.
• The solution prioritizes consumer privacy through advanced security measures and non-movement of data principles.
• This collaboration builds on a long-standing relationship between GroupM and InfoSum.
• The partnership addresses industry challenges related to privacy concerns and the phasing out of third-party cookies.