InfoSum and Kantar partner to unlock the value of first-party data

InfoSum and Kantar partner to unlock the value of first-party data
Monday, June 14, 2021

The collaboration enables marketers to access enriched audience insight and activation in a privacy-safe way.

A new partnership between InfoSum, the world’s leading data collaboration platform, and Kantar, the global evidence-based insights and consulting company, will help advertisers to better understand and engage target audiences by enriching their own first-party data with Kantar’s TGI consumer insights. 

By layering Great Britain TGI data onto their own customer records through InfoSum advertisers can build a deeper understanding of their consumers across attitudes, demographics, use of particular goods and services, leisure activities and media consumption. They can also connect consumer segmentations from TGI to their first-party data to create richer bespoke audiences for activation across online and offline advertising channels.

Crucially the new Kantar and InfoSum partnership will allow marketers to build this detailed picture within a secure, privacy-safe framework, complementing their own user-consented data with that from Kantar.

Sunil Modha, Sales Director at InfoSum, commented:

“We are excited to partner with Kantar to give marketers a new privacy-first way to connect Kantar’s rich TGI consumer insight to their own first-party data. Safe and secure data collaboration is more important than ever. The depreciation of third-party cookies has resulted in a loss of connectivity and customer knowledge for many companies. To future-proof their marketing, brands and media owners need to be able to access insights that enable them to deliver better campaigns while protecting consumers’ personal information. That is exactly where our ‘non-movement of data’ approach comes into play.” 

Sarah Sanderson, Director – Strategy & Insight, TGI, UK & Ireland, at Kantar’s Media Division, commented:

“Smart brands today are developing purposeful data strategies; understanding how they can merge their own data with privacy-compliant data from other sources to develop a meaningful understanding of their customers’ drivers, preferences and attitudes. In partnering with InfoSum we are enabling advertisers to unlock the power of that detailed first-party data by combining it with the breadth and wide-ranging insight we capture through TGI. Building on TGI’s longstanding expertise and value for advertisers, this partnership means marketers get the critical holistic, in-depth understanding of their consumers they need to inform their strategy right across the marketing cycle – from insight, to planning, to activation – in a highly data privacy compliant framework.”  

About Kantar

Kantar is the world’s leading evidence-based insights and consulting company. We have a complete, unique and rounded understanding of how people think, feel and act; globally and locally in over 90 markets. By combining the deep expertise of our people, our data resources and benchmarks, our innovative analytics and technology, we help our clients understand people and inspire growth. 

Kantar’s TGI Consumer Data is used daily by hundreds of media organisations in Great Britain as the data currency for media planning and selling. Further information about TGI can be found at  

Press contact Kantar

+44 (0) 20 7636 7366

About InfoSum

InfoSum is the world’s leading data collaboration platform. Using patented, privacy-first technology, InfoSum connects customer records between and amongst companies, without ever sharing data. Customers across financial services, content distribution, connected television, eCommerce, gaming, and entertainment all trust InfoSum to seamlessly and compliantly connect their customer data to other partners through privacy-safe, permissioned, data networks. There are many applications for InfoSum’s technology, including standard ‘data-onboarding’ to much more sophisticated use cases that allow for the creation of owned identity platforms, the development of new data and advertising products, and the formation of entirely new marketplaces.

InfoSum was founded in2015. The company has multiple patents, protecting its invention of the ‘non-movement of data.’ InfoSum is based in the US, UK and CE, with offices, and customers across Europe and North America. The company is poised for exponential growth in 2021, with a fresh $15MM Series A investment, and a rapidly expanding client base.

Learn more:

Press contact InfoSum

Cara Hoenkhaus
Marketing & Communications Manager UK & CE

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