InfoSum, the world’s leading data collaboration platform, announced a partnership with WPP’s global data and technology company Choreograph, to streamline and future-proof campaign planning and audience profiling capabilities for GroupM clients through secure data collaboration.

“In a world of changing standards, we’re creating an edge for our clients through data connectivity, seamless partner collaboration, and strategies rooted in first-party data”

As media owners and brands seek to enrich and activate first-party data to deliver personalized and relevant ad experiences that respect consumer privacy, the joint innovation between InfoSum and Choreograph represents a significant step forward in capabilities. By utilizing InfoSum’s data clean room technology to connect their first-party data with Choreograph’s AmeriLINK database, GroupM’s clients in the United States will be able to evaluate and develop richer customer audiences, collaborate with media and tech partners proprietary data assets, further optimize their media strategies, and activate media downstream.

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Choreograph’s proprietary AmeriLINK database contains and organizes information about consumers and households, including demographic, psychographic, health and wellbeing, life events, transactional attitudinal, and financial indicators. Media owners and advertisers can access lookalike modeling, data enrichment, and data hygiene services enabled by AmeriLINK and InfoSum’s innovative controls, differential privacy techniques, and patented secured data approach that prioritizes consumer privacy at every stage.

“InfoSum is proud to partner with Choreograph to help GroupM’s clients realize the value of their first-party data as they navigate the fast-changing advertising landscape,” commented Lauren Wetzel, CEO at InfoSum. “Secure, future-proofed environments where media owners and advertisers can build out relevant audiences, optimize and activate their campaigns, and provide a foundation for world-leading ad experiences.”

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“In a world of changing standards, we’re creating an edge for our clients through data connectivity, seamless partner collaboration, and strategies rooted in first-party data,” said Choreograph CEO Evan Hanlon. “GroupM and InfoSum have a long record of partnering to make client campaigns more effective, more personal, and more private. As Choreograph, we’re thrilled to be deepening that partnership and applying our shared commitment to privacy and the intentional use of data to the work we do with our advertiser and publishing partners.”