The collaboration will enable brands to make the most out of their first-party data for more effective marketing.
Infosum and zeotap
This, Infosum said, is due to a combination of InfoSum’s privacy-safe platform and zeotap’s deterministic identity and customer data attributes.
Stricter data privacy legislation in the EU – and the impending arrival of similar laws in the US in 2020 – together with web browser restrictions, means data gathering and consent for the purposes of targeted advertising has become difficult.
Data sharing challenge for brands
Brands are increasingly finding it challenging to share their first-party data with a third-party due to additional compliance requirements.
The firm’s are partnering to offer brands a complete solution enabling better data connection and analysis, for improved marketing results.
Havas Media Group
Global media group Havas is testing the collaboration within in its own data platform, Converged.
Bret Leece, Global Chief Data and Innovation Officer at Havas Media Group, commented: “We are excited to see InfoSum partner with zeotap, one of our preferred partners for Converged, Havas Media Group’s data platform.
“InfoSum takes sand out of the gears of matching ID data.
“In the matching and sharing process, there is a significant amount of effort and cost in matching the data.
“Often, the match does not produce the desired scale or the additional data doesn’t add value.
“The partnership will enable our clients to securely match their first party data and explore integrations with other data partners, before costly integration.”
Richard Foster, Chief Revenue Officer at InfoSum, said: “With Zeotap as a leading deterministic onboarding and data partner, we will be able to go to market with a complete end-to-end first-party data solution that’s accurate, fast and straightforward to use, and which lowers the compliance burden for brands because they never lose control of their data.”
“This is very much a reciprocal relationship. Sometimes brands are unable or unwilling to share data directly, but with InfoSum in the middle, it unlocks those opportunities by removing the need to share and centralise data, creating a business-enabling solution.
“InfoSum gets the ability to activate, zeotap offers its onboarding and enrichment capabilities. Both parties are therefore compelling because of it.”
Projjol Banerjea – Founder and CPO at zeotap added: “We understand the value of first-party data, but also its limitations. From the scarcity to the sparsity of it.
“That’s why zeotap helps brand advertisers unleash their customer intelligence for a comprehensive, 360-degree addressable view of their consumers – at scale.
“Our patented technology has the capability to match and enrich customer profiles in ways others can’t. Our billions of deterministic customer profiles help make that a reality.”