InfoSum Bridge - Crossing the industry chasm

InfoSum Bridge - Crossing the industry chasm
Ben Cicchetti
Thursday, June 10, 2021

When we set out to build the InfoSum infrastructure we wanted to make it friction-free, bringing together every company that wanted to connect customer data - while maintaining commercial trust and consumer privacy. Historically it was a huge technical, trust, and legal challenge to get companies to share data. InfoSum continues to be the market leader in solving collaboration through our ‘non-movement’ of data. 

At the heart of efficient data collaboration is the need to connect disparate customer datasets. Traditionally collaboration techniques have required both handing over raw identifying data but also leaving around large ‘mapping files’ as an artifact of using old hashing techniques or tokens. 

Today we are launching InfoSum Bridge, further extending the InfoSum infrastructure to solve the industry's biggest connectivity and addressability challenges. Bridge represents flexibility, scale, speed, and transparency by bridging four key challenges. 

  1. To bridge across any and all identity partners
  2. To bridge different identity representations (email, mobile, home address, etc.) and also work with deterministic, probabilistic and cohort based audiences 
  3. To bridge authenticated and unauthenticated data using AI and ML, thereby dramatically expanding publisher audiences
  4. To deliver transparency and higher-quality matching results through all of the above

InfoSum Bridge is identity solution agnostic

The industry is becoming saturated with new identity solutions (90 at last count). This is creating an even more fragmented ecosystem than the third-party cookie debacle that we leave behind. Publishers and brands are in a difficult position. Both have to integrate and evaluate multiple solutions without knowing if they will be adopted in the long term by the industry. In a worst-case, but totally possible scenario, these solutions may not even meet evolving privacy regulations. 

InfoSum Bridge means that our customers do not have to make any of those risky bets. Our infrastructure allows customers to sit across any number of identity vendors, delivering a seamless experience, allowing choice, providing full transparency, and maximizing the effectiveness of each solution.

InfoSum Bridge incorporates multiple identity representations

Along with different identity vendors and universal IDs, the industry is also fragmenting across different identity representations. These represent different levels of accuracy and granularity. InfoSum’s infrastructure means that our customers do not have to worry about the underlying identity representation. 

The identity representations can be summarized into a waterfall of three core groups.

  • Individual - Authenticated (email, mobile) and first-party cookie identifiers 
  • Household - IP Address, geolocation and addresses  
  • Cohort - Privacy-based models (such as Google’s FLoC) 
InfoSum Bridge incorporates multiple identity representations

InfoSum Bridge expands publisher audiences 

Publishers with large unauthenticated audiences face the possibility that when third-party cookies are deprecated, the unauthenticated audience will suddenly become invisible to them for targeting purposes. 

InfoSum Bridge uses machine learning to natively model publishers' audiences across authenticated and unauthenticated datasets. This delivers 100% addressability while providing a seamless experience for brands buying against 100% of the audience.

How does it work?

InfoSum uses its distributed machine learning engine to evaluate publisher behavioral data alongside both advertiser data and second- third-party inputs. The resulting audience models extend across both logged-in and non-logged-in users.

InfoSum Bridge expands publisher audiences

InfoSum Bridge delivers higher match rates

The current accepted paradigm for activating data against a publisher’s audience involves multiple parties offering their own identity solution. This leads to a technical solution that includes multiple mapping tables - think of a game of ‘telephone’ where the signal loses more and more fidelity with every new mapping table. This ‘daisy-chain’ of identity results in enormous loss of accuracy in matching audiences. Results are often misrepresented by high ‘match rates,’ but these rates are based on the on-boarders historical rates against an aggregate audience, not against an individual publisher. 

With InfoSum Bridge, advertisers, publishers, and identity partners can scrap the outdated notion of mapping tables, maintaining the highest fidelity of match rates, and creating the most value for all parties.

InfoSum Bridge delivers higher match rates

InfoSum Bridge sets a new standard in Connectivity

The world of data connectivity continues to evolve as major platforms deprecate traditional identifiers, governments create and update privacy legislation, and data-rich companies reaffirm their commitment to respecting customer data preferences. There is room for any number of solutions in this fast-moving market, but only if we solve the notion of connectivity without transfer of data. InfoSum offers collaboration infrastructure - free from bias as we do not own data, do not sell media, do not offer a third-party persistent identity key, and already work with the largest advertisers, agencies, and media companies in the world.

With InfoSum Bridge we recommit to the notion of objective connectivity - across different providers, identity representations, and customer types, resulting in far superior match rates. Please get in touch to learn more.  

Blog Icon

Related articles

Back to Blog home