At InfoSum, we're relentlessly focused on making collaboration as simple and easy as possible. Eliminating complexity enables marketing teams to focus on what truly matters: collaborating with partners to deliver high-performing marketing and drive business growth. That’s why we’re excited to introduce Collaborations, our latest platform feature, which provides you with a more intuitive and seamless way to manage your data collaboration projects.

Before we get into what makes it so powerful, it’s worth stepping back to reflect on how data collaboration has evolved to understand why Collaborations has come at the perfect time. 

The evolution of data collaboration

In its infancy, data collaboration began with one-to-one matches, most commonly between a brand and a media owner. The primary objective was to enable smarter audience activation and measurement by connecting first-party datasets in a privacy-first way. Brands were able to effectively leverage their customer data to accurately suppress existing customers, re-engage lapsed customers, intelligently identify cross-sell opportunities, and run incrementality tests to determine the true effectiveness of their campaigns.

Today, those needs have grown significantly. We now see more advanced, multi-party collaborations involving three, four, or even dozens of partners. Just consider the rise of retail media and broader commerce media, data alliances, and the growing role of first-party data in powering AI models.

Brands now use data collaboration to support everything from insights and planning to activation and measurement. Media and data owners are monetizing their assets and building premium first-party data advertising products. 

And we’re only scratching the surface. Working closely with our clients, I’ve witnessed firsthand how innovative teams are pursuing more ambitious objectives, with their use of data becoming increasingly sophisticated. These evolving needs have set the stage for the next chapter in data collaboration: Private Data Networks.

Private Data Networks

With most collaborations now involving multiple parties, we’ve seen the creation of private data networks grow rapidly. Companies are designing custom, sophisticated workflows and developing new use cases tailored to unique business goals.

Streaming platforms are partnering with retailers and auto manufacturers to deliver vertical-specific advertising solutions. Sports leagues, teams, and brands are forging data partnerships to improve sponsorship ROI. Gaming platforms and publishers are collaborating to drive revenue by identifying mutually beneficial cross-selling opportunities, to name just a few examples. 

Private data networks provide the answer: They’re controlled, bespoke, and closed data ecosystems where any number of partners can collaborate to achieve pre-defined use cases and business objectives. 

But while collaboration is becoming more sophisticated, your operations shouldn’t be.

Keeping complexity out of operations

It’s natural for multi-party data projects to involve more moving parts. But intricate strategies should not result in operational friction.

At InfoSum, we have always prioritized simplicity, speed, and privacy in our platform design. Features like drag-and-drop tools, no-code to full-code capabilities, and innovations such as Contractless Collaboration were developed to remove common barriers to collaboration.

Now, we’re making the curation and management of private data networks significantly easier, so that while your collaboration efforts may grow in partners and sophistication, your marketing operations and processes are simplified and streamlined, allowing you to focus on marketing performance. 

Introducing Collaborations: Your command centre for clean room operations

Collaborations is a command centre for clean room operations that makes it easy to create, manage, and optimize multiple data collaboration projects from a single, intuitive view. 

With the introduction of Collaborations, we’re making the complicated simple. It removes the difficulty and friction of setting up multi-party collaborations, increases the control and transparency around use cases, and, as always, keeps data decentralized and secure. Check out the video below to see it in action.

What does Collaborations mean for you?

• Streamlined workflows: A seamless workflow from start to finish. From setting up a project and establishing use cases, to inviting partners and setting up destinations, to optimizing campaigns in real-time.
• Effortlessly create private data networks: Simplified permissions and a purpose-built UI that empowers platform users to create multi-party networks in just a few clicks.
• Increased operational transparency: Greater visibility of common assets and their connections, combined with a live and detailed view into shared resource usage.
• Easier than ever to build clean room products: Collaborations makes the creation of scalable data products simple, repeatable, and most importantly, private and secure. 

Getting started with Collaborations

Private data networks are rapidly becoming the foundation for executing privacy-safe, data-driven strategies. With Collaborations, we’re making it possible to coordinate these efforts more efficiently and with greater transparency.

If you are already working with InfoSum and would like to explore how Collaborations will streamline your projects, please contact your customer success representative.

If you’re new to InfoSum, get in touch with us and we’ll show you how our platform helps companies like yours collaborate securely, quickly, and effectively.