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Their is a huge chasm between 'addressable' and 'mass' personalised marketing. Individually targeted communications, for example programmatic, are threatened by GDPR restrictions around overt consent. Whilst brands want to improve targeting, they don't want to share raw data with agencies and publishers. 

Media owners want to prove the worth of their media but tend to use broad brush segmentations to describe their audience. Risk and cost have meant that data collaboration is the exception to the norm, meaning both sides are in the dark till the campaign goes live. Anonymous profiling can help.

View Media Use Cases »

Control, compliance and speed promise to make collaboration a critical part in media and campaign evaluation

Retain ownership

All data remains within the ownership and control of the owner at all times. Brands and media can compare customers without risk.

SaaS solution

Simple, fast and easy to use solution that enables collaboration to be conducted within the time and cost constraints of the campaign.

Customer understanding

Opens up limitless opportunities to build customer profiles for innovative marketing.

GDPR compliant

No further customer consent is required for profiling activity.


Privacy by design solution connects data silos and automatically standardised data formats.

Instant insights

Simple, fast and easy to use solution that opens up limitless profiling opportunities.

Media use cases

Extend customer knowledge

  • Overlay media customer segmentation over your own data so you can specify audience with greater accuracy.
  • Find lookalike customers in your chosen media’s audience by understand the attribute overlap of your best customers.

Identify commercial opportunities

  • Choose the best brands to support cross promotional activity for your clients e.g. sponsorship, banner advertising.
  • Find best commercial partners for joint promotional offers, ensuring customer appeal.

Evaluate media and datasets

  • Build up a profile of mutual audiences to help attract advertising spend to less obvious media.
  • Establish gaps in your quality by looking at the completeness of each others data e.g. TPS/ MPS flags.

Measure campaign effectiveness

  • Understand multi-channel purchasing journeys based on digital views and subsequent offline purchase.
  • Compare purchasers with addressable media datasets to establish impact.

Industry data exchange

The continuing emergence of media conglomerates means collaboration can as equally be used across owned media as external company data. Joining the dots between online and offline channels and their customers is a feat not always achieved because of consent or commercial concerns.

Yet owners want to maximise their assets and ensure synergies are explored. InfoSum can create a platform for collaboration where a ‘give to get’ scheme benefits whilst removing all the risks.