InfoSum unveils Private Path, a revolutionary technology that redefines measurement for the privacy-first era

Early adopters of this next generation data collaboration technology include Circana, Experian, ITV, NCSolutions, S&P Global Mobility and Tesco Media & Insight Platform powered by dunnhumby

NEW YORK, January 9, 2024—(BUSINESS WIRE)–InfoSum, the world’s leading data collaboration platform, today announced the launch of Private Path. Circana, Experian, ITV, NCSolutions, S&P Global Mobility and Tesco Media & Insight Platform are among the first to deploy this new data solution designed for a privacy-focused era of data measurement and collaboration. Leveraging the existing power, privacy and connectivity of InfoSum’s data cleanroom, Private Path enables organizations to securely maximize the value of first-party data outside of the cleanroom environment. By providing an alternative to traditional foot traffic processing, Private Path enables data, measurement and media partners to collaborate faster, safer and more cost-effectively.

Unlike legacy solutions that require data to be centralized, Private Path uses proprietary irreversible synthetic identifiers, meaning data never has to be sent in hashed or even raw form. This approach delivers granular data measurement and analysis at speed and scale for brands, media owners and agency partners, while providing end-to-end privacy protection and greater control. Organizations can now better measure campaign performance by linking sales and exposure data without worrying about exposure or loss of competitive advantage.

For example, using Private Path, a retailer can partner with a media owner to create reports to measure sales conversions for their advertising clients. By enabling data categories such as exposure and transaction data to be connected and analyzed while prioritizing privacy, the retailer and media owner can securely leverage their proprietary intelligence through InfoSum to maximize revenue, maintain privacy and improve advertising performance. When a shared identifier is not available, Private Path can be used in conjunction with InfoSum’s Identity Bridge solution to increase match rates.

“With Private Path, InfoSum is once again redefining the way organizations collaborate using data. Private Path brings all of InfoSum’s industry-leading privacy and security protections outside of the cleanroom environment, enabling organizations to leverage this connected intelligence for a wider range of use cases.” said Brian Lesser, Chairman and CEO of InfoSum. “As well as creating opportunities for media owners and brands to do more with their first-party data, it also opens the way for measurement providers to offer new and innovative services to their clients, enabling them to analyze campaign performance quickly without any risk of exposing sensitive customer data.”

“Circana audiences and frequent shopper transaction data have been available on the InfoSum platform for quite some time and allow users to quantify overlap within seconds,” said Amy Marentich, President of Global Solutions for around. “We are excited to further expand our engagement with InfoSum by introducing a proof-of-concept for Private Path, which will allow our joint customers to augment their first-party data with Circana’s robust transaction data, enable activation and enable advertisers and their agencies to better understand and maximize the effectiveness of their campaigns across both traditional and emerging channels, including streaming TV.”

“The seamless integration of Experian’s Identity Graph into InfoSum’s Identity Bridge solution enables brands and media owners to connect and resolve datasets and diverse identities.” said Amy Irwin, chief strategy officer for marketing services at Experian. “The combination of Private Path and Identity Bridge further enables data connectivity and interoperability, expanding the value and impact of first-party data in measurement, attribution and enrichment strategies. Powered by Experian’s Identity Graph, brands can realize unprecedented levels of matching while leveraging collaboration technology rooted in respect for consumer privacy.”

“The launch of Private Path is a key development for us to more effectively deliver insights to brands on the positive impact of ITVX advertising on lower-funnel conversion metrics.” said Catherine Hallam, Head of Data Strategy at ITV. “Testing Private Path with the Tesco Media & Insights platform has confirmed that this innovative solution will allow us to maximize the value of collaborating on ITV and transactional datasets in a privacy-compliant way for collective benefit.”

“Using InfoSum’s private path, we are able to provide marketers with an improved and safer way to enable our Polk Signals measurement solutions for campaign performance and first-party data enrichment.” said David Kaufman, CEO, Polk Automotive Solutions, S&P Global Mobility. “The flexibility, speed and security of InfoSum’s technology improves data collaboration, which is essential for delivering actionable insights and performance metrics that help automotive dealers maximize their revenue potential.”

“NCS is excited to be a part of this groundbreaking technology release that will allow the CPG industry to safely and securely leverage NCS’ purchase information in the InfoSum Data Clean Room.” said Jeff Doherty, Chief Product and Operations Officer at NCS. “Direct access to critical customer information for targeting, planning and measurement is imperative to optimizing campaign performance. This partnership is another way for NCS to provide effective CPG insights and measurement solutions to close the loop for advertisers.”

“Private Path provides the foundation for a next-generation measurement platform that takes the advertiser experience to the next level.” said Ciara Schmidt, Media Strategy and Partnerships Manager at Tesco Media & Insight Platform. “Helping brands unlock the full potential of their data and uncover deep insights about their customers is a key priority for the Tesco Media & Insight Platform. Private Path allows us to do this quickly and at scale without ever compromising user privacy.”

About InfoSum

InfoSum is the world’s leading data collaboration platform and the only secure data cleanroom that enables companies to deliver better user experiences while prioritizing customer privacy. InfoSum enables secure connections between multiple parties to unlock the full potential of their customer data without risk of exposure or misuse. InfoSum not only prioritizes user privacy, but enhances it with proprietary data real estate technology to create the most secure, most connected, and most accessible data collaboration network.

InfoSum was founded in 2016 with a vision to connect the world’s data without ever sharing it. The company has multiple patents protecting its “data real estate” invention. InfoSum is based in the US, UK, Europe and Australia.


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