Data clean room technology will allow GroupM clients to develop relevant audiences, optimize media strategies, and activate media downstream

InfoSum, the leading data collaboration platform, has announced a strategic partnership with WPP’s Choreograph, a global data and technology company, to enhance campaign planning and audience profiling for GroupM clients through secure data collaboration. This collaboration represents a significant advancement in integrating first-party data with robust privacy measures.

Key Highlights of the Partnership

• Enhanced Data Collaboration:
  The partnership between InfoSum and Choreograph aims to leverage InfoSum’s data clean room technology to connect first-party data with Choreograph’s AmeriLINK database. This integration will allow GroupM’s clients in the United States to better evaluate and develop customer audiences, collaborate on proprietary data assets, and optimize media strategies for improved campaign effectiveness.

• AmeriLINK Database Benefits:
  Choreograph’s AmeriLINK database provides a comprehensive range of consumer and household information, including demographic, psychographic, health and wellbeing, life events, transactional, attitudinal, and financial indicators. This wealth of data enables media owners and advertisers to access services such as lookalike modeling, data enrichment, and data hygiene, enhancing audience targeting and campaign personalization.

• Secure and Privacy-Focused Approach:
  InfoSum’s data clean room technology ensures secure and privacy-focused data collaboration through differential privacy techniques and patented security measures. This approach prioritizes consumer privacy at every stage of data handling, allowing for safe and effective data utilization without compromising user confidentiality.

• Optimized Media Strategies:
  By combining AmeriLINK’s extensive data with InfoSum’s innovative privacy controls, GroupM’s clients can achieve richer audience insights, collaborate more effectively with media and tech partners, and refine their media strategies. This partnership facilitates downstream media activation and supports the creation of highly personalized ad experiences.

Quotes from Key Figures

• Lauren Wetzel, CEO of InfoSum:
  "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. Secure, future-proofed environments allow media owners and advertisers to build relevant audiences, optimize and activate campaigns, and deliver exceptional ad experiences."

• Evan Hanlon, CEO of Choreograph:
  "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. We are thrilled to deepen our partnership with GroupM and InfoSum, applying our shared commitment to privacy and intentional data use."

The partnership between InfoSum and Choreograph marks a major step forward in data collaboration and privacy-focused audience profiling. By integrating first-party data with Choreograph’s AmeriLINK database and leveraging InfoSum’s secure technology, GroupM’s clients can enhance their campaign planning, optimize media strategies, and create personalized ad experiences that respect consumer privacy.