Second-Party Audiences

Build trusted data relationships by making your rich customer data available as second-party data for strategic partners to quickly and easily gain privacy-safe insights for segmentation and activation.

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Second-Party Audiences
Knowledge augmentation

Knowledge augmentation

Overlay second-party data on your first-party data to either validate or enrich your current customer knowledge.

Empower strategic partners

Empower strategic partners

Work with your closest partners to create tailored audience segments to power people-based marketing that delivers greater engagement and reach.

Optimised activation

Optimised activation

Use second-party data to create a virtual identity graph to target an audience segment without having to transfer data.

Case Study


An online brand is planning a new advertising campaign targeted at lapsed customers. Using their CRM data on these individuals, they would like to identify the optimum online publisher or group of publishers to use to reach these individuals. There are a number of barriers preventing this project from moving forward:

  • The brands customer data holds considerable commercial value and therefore a lack of trust is creating a resistance to sending this data to another party for matching; as they risk losing control of it.
  • Data privacy and compliance experts within the brand will not allow data to be shared with publishers, due to the requirements to gain and maintain acceptable levels of consent to do so.
  • Matching identities across the multiple data sources requires a common ID, or data needs to be sent to a third-party to match the data.


The brand uploads their lapsed customer data to their own isolated Bunker. The data goes through our AI-powered normalisation and mapping process.

InfoSum’s Unified Data Platform includes the ability for publishers to make their audiences available for analysis. An automated process matches identities using existing identifiers from both parties data.

The brand is able to immediately see the intersection between their first-party data and the various second-party data owned by the publishers. This enables them to instantly determine which publisher their lapsed customers have the greatest affinity with. Additionally, they can identify which data attributes are available from each.

The brand can then request additional permissions from the publishers that hold the greatest intersection that will enable them to firstly enrich customer knowledge with the new data attributes, and then create custom audiences for activation.

This approach overcomes the commercial trust issues, as no individual in either audience is ever identified, and the decentralised nature of the InfoSum platform means data is never shared between either party. Additionally, as no data is being transferred, the consent requirements do not change.

Benefits of the InfoSum Solution

Privacy-Safe Analysis


Aggregate level results and differential privacy features prevent any single individual being identified within a dataset.



Federated Architecture and Insights Engine overcomes trust barriers by removing the need to share and centralise data.

Simple Data Processing

Simple Data Processing

AI-powered normalisation and mapping removes the need for a complex and expensive ETL projects.

Complete Control


Each party retains complete control over their data through decentralisation and rich permission controls.