Leading technology companies team up to help brands across Europe and the US utilise their first-party data to better understand and engage with consumers in the digital world.

London, UK, 14th January, 2020: InfoSum, the first-party data platform today announced a partnership with global deterministic identity and data platform zeotap. The collaboration will enable brands to make the most out of their first-party data for more effective marketing – thanks to the combination of InfoSum’s privacy-safe platform and zeotap’s deterministic identity and customer data attributes. 

Following the introduction of stricter data privacy legislation in the EU – and the impending arrival of similar laws in the US in 2020 – together with web browser restrictions, data gathering and consent for the purposes of targeted advertising has become difficult. Brands are increasingly finding it challenging to share their first-party data with a third-party due to additional compliance requirements. InfoSum and zeotap are joining forces to offer brands a complete solution that will enable better data connection and analysis, for improved marketing results. The solution will work in the following way:

• InfoSum’s Discovery Platform allows for data collaboration without compromising commercial trust or consumer privacy. Brands are able to conduct statistical analysis using their rich first-party customer data to discover audience affinity and connectivity without exposing or sharing raw data.
• Zeotap’s patented deterministic identity graph will allow companies to match their offline first-party customer data with various digital identifiers such as MAIDs, mobile and desktop cookies – without leaving InfoSum’s safe environment.
• Zeotap’s rich data offering – spanning from ID-verified sociodemographic data to raw and timestamp-verified app usage and purchase data – will allow brands to enrich these matches further for better customer understanding. Additional analytics run on the matched and enriched audiences will better inform marketing strategies – from which customers to target, to which messages will resonate better with them.
• The joint offering will be available across both European and US markets, allowing brands to engage in better marketing globally focused on real customer understanding – in a privacy-first manner.