Publishers Clearing House (PCH), a leading digital entertainment and commerce destination for millions of U.S. consumers, announced that it has partnered with privacy-preserving data collaboration technology InfoSum to expand the reach of PCH’s first-party data management capabilities.

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“As the market shifts from third-party to first-party approaches, publishers with first-party data have the ability to seize the strategic nature of the relationship and take back control of identity,” said Steve Bagdasarian, Vice President, Media, at Publishers Clearing House. “This partnership with InfoSum will enable privacy-first and secure onboarding and seamless enrichment capabilities to bolster efforts for today’s brand marketers.”

Infosum’s capabilities will help to extend PCH’s identity authentication and audience solutions to support both advertisers and publishers in transitioning to a cookieless digital ecosystem. Advertisers can match their first-party data with PCH’s authenticated audience to activate scalable people-based marketing based on real identity. InfoSum’s patented identity infrastructure will enable advertisers to collaborate across their first-party data to build customized audiences and gain higher quality consumer insights, while putting the consumer privacy and data integrity of each party at the forefront.

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Trip Foster, SVP of Partnerships at InfoSum added, “We are pleased Publishers Clearing House, with its strong first-party data offerings, has chosen InfoSum as a data collaboration partner. We are excited to work with PCH to provide privacy-first infrastructure for the world’s leading marketers.”