Decentralised identity infrastructure for a privacy-first world

InfoSum’s privacy-by-design approach ensures identity graph data never has to be centralised or shared and helps businesses future-proof their business.

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How our identity infrastructure helps you achieve your goals

InfoSum Privacy

Find the identity graph that maximises your match rate

Maximise the reach of your first-party marketing by identifying the optimum identity vendor to deliver the highest possible addressable audience.

InfoSum Privacy

Map asymmetrical identity keys to boost match rates

Where a native match doesn’t exist, create an ‘identity bridge’ through an identity graph, without sharing your data with the graph owner.

InfoSum Privacy

Maximise match rates using the optimal identity configuration

Match identities using deterministic, probabilistic and cookie-based identity. Maximise addressable audiences and enable omnichannel marketing.

Identity Graph vs. Identity Infrastructure

An identity infrastructure differs greatly from an identity graph. An identity graph is a centralised database that stores various unique identifiers for a single individual, against a single ID owned and controlled by the identity graph vendor.

Think of identity infrastructure as the much-needed evolution of the identity graph. It provides the same capability to connect unique identifiers but doesn’t require any personal data to be shared or centralised with a central vendor. Additionally, it does not lock your data within a proprietary and interoperable third-party ID.


InfoSum does not have an identity graph or an ID of our own. This allows us to remain agnostic and not be constrained by the limits of what an identity graph can support.

By taking this approach, advertisers can match their first-party customer data against any media channel; planning holistic campaigns across digital, mobile, audio and connected TV to unlock true omnichannel marketing.

Personal Data (PII)

With third-party identifiers under increased scrutiny from regulators and now actively blocked by all the major web browsers, Personal Data (PII), such as an email address, is becoming an increasingly important identifier. However, using Personal Data to match identities between data sets, requires an increased focus on privacy and security.

By removing the need to share any Personal Data to match identities, InfoSum provides the only privacy-safe way to utilise your first-party data within the advertising ecosystem.

Identity resolution

Accuracy & Scale

InfoSum is uniquely capable of matching both deterministically on personal data, and through more probabilistic methods such as IP address. Additionally, InfoSum’s identity resolution technology can take non-unique identifiers, such as name and postcode, and create a unique combination key with high-level precision.

This provides a ‘best of both’ solution that delivers both accuracy and scale, without compromising on privacy.

Identity resolution


Privacy has been built into every element of InfoSum’s identity infrastructure, delivering a truly privacy-by-design solution. By utilising a federated architectural approach, data remains decentralised and under the full control of the data owner, while also enabling identities to be matched and analysis conducted.

Additionally, differential privacy techniques are applied to all analytical results generated, ensuring that no single individual can ever be re-identified through the platform.


The future of identity

By solving the fundamental trust, privacy and security challenges that an omnichannel approach to identity resolution requires, InfoSum is enabling an independent ecosystem of identity to not just compete with the walled gardens, but to outstrip them in providing transparency and audience quality at scale in the market.

The future of identity on browsers

Third-party cookies now have limited life span, with the coverage they offer being slowly eroded by browser providers. The ad industry needs to future-proof the ecosystem with new identity types that exceed privacy needs.

First-party identity, such as that provided by logged-in users, is currently restricted and lacks the scale to deliver programmatic advertising on mass. However, the accuracy and transparency it can offer are second-to-none.

To increase the addressable audience scale that media owners can offer, probabilistic identity such as IP address & GEO can be added to match at a household or postcode level.

Federated Architecture
Federated Architecture


The next generation of identity will enable seamless activation, measurement and attribution by bridging privacy-first identity resolution across multiple channels.

Each channel has access to native identities, such as email on connected TV, MAID on mobile and cookie on web browser.

To deliver omnichannel identity, personal data will need to play a greater role, with both web browsers and mobile beginning to connect identities to email. Probabilistic identity, such as IP address can then provide additional connectivity where PII is no available.

Build your identity today

Put privacy and trust at the heart of your identity approach, with InfoSum’s identity infrastructure.