Ad tech companies InfoSum and The Trade Desk have announced a partnership and integration that enables advertisers to activate first-party data in a “privacy-centric” way.
The two companies said the integration will provide the combination of more targeted and durable audiences for advertisers buying media on the Open Web through programmatic platforms.
The companies state that advertisers and agencies will be able to activate audience-based campaigns directly from InfoSum “clean rooms” using first-party data via The Trade Desk’s Unified ID 2.0, an alternative to cookies that is used by agency networks Omnicom and IPG.
Media agencies, for example, will now be able to use InfoSum’s data clean rooms and “Bunkers” (the storage that goes with a data set) to activate against The Trade Desk client datasets.
InfoSum provides a “clean room” that allows advertisers to blend their data with a media owner’s audience data without causing a privacy breach. ITV, the UK’s biggest commercial TV broadcaster, holds a minority stake in InfoSum.
The Trade Desk operates a self-service platform for ad buyers to create, manage, and optimise digital ad campaigns across different formats and devices.
Tim Petrycki, senior director, data strategy at Omnicom Media Group’s Annalect data and analytics division, said the move would help the company’s clients “gain greater performance without sacrificing control of their data”.
“This union will enable our teams to focus on driving strategic value using more secure first-party data,” Petrycki added.
The two companies are attempting to offer so-called “people-based activation at scale”, even as advertising cookies are eventually phased out by Google. Ad tech companies have come under fire in recent years over the way internet users’ information is collected, stored and shared for marketing purposes.
