InfoSum, the world’s leading data collaboration platform, announced an agreement with Acxiom, the customer intelligence company whose data-driven solutions create business growth by enabling better customer experiences. Using Match Multiplier, brands can leverage Acxiom’s ethically sourced, addressable recognition data to enrich their owned data and increase match rates with partner data within InfoSum’s first-to-market interoperable Secure Data Clean Room. As a result, marketers will have a more robust data set to deliver actionable consumer insights and marketing campaigns at scale.
As advertisers seek more privacy-first data collaboration opportunities, this partnership will help put privacy at the center of their advertising efforts. The combination of InfoSum and Match Multiplier will enable marketers, neutrally and securely, to enhance their data to maximize addressability across channels. Through testing, customers have seen a 40% incremental lift in matching between two or more data sets. InfoSum’s privacy-first technology allows customers to utilize Acxiom’s Match Multiplier and achieve this incremental lift without ever exposing their data.
“Acxiom’s Match Multiplier greatly enhances the ability for InfoSum customers to maximize the value of their first-party data assets,” said Brian Lesser, InfoSum Chairman and CEO. “Our joint approach to privacy-first data collaboration will help offer our customers increased flexibility, security, and control over their data as they reach more inventory across a network of media owners.”
While much of the industry will be phasing out cookies over the next year, Acxiom’s data and identity solutions utilize deterministic touchpoints instead of cookies, positioning them alongside InfoSum as future-proofed against a rapidly changing ecosystem. As a feature of InfoSum’s non-movement of data approach, Acxiom’s Match Multiplier will run directly in customers’ accounts, ensuring that they don’t need to move or share their data to benefit from improved match rates.
“The combination of Match Multiplier and InfoSum’s clean room technology unlocks the power of brand-owned data enabling advertisers to optimize campaign performance and deliver outstanding results,” said Eugene Becker, GM Global Data and Identity, Acxiom. “We are excited to partner with InfoSum to help brands reach their ideal customers while respecting their privacy.