As a result, marketers can connect their own first-party data to a greater number of data sources and deliver richer, more actionable consumer insights, while protecting consumer privacy and data integrity of each party.
Since 2017, Annalect has been a pioneer in adopting next generation privacy-first clean data technology, and the partnership with InfoSum further solidifies Omnicom’s commitment to consumer privacy and client data transparency and control. InfoSum capabilities will be integrated into Omni, Omnicom’s industry leading marketing orchestration and insights platform, enabling clients of Omnicom agencies to utilize InfoSum’s additional data collaboration approaches as an alternative to traditional data sharing and onboarding tools.
“Adding an independent clean room provider to the Omni infrastructure will empower our clients to connect their first-party data with media and commerce platforms, as well as their broader supply-chain partners, while respecting consumer privacy,” say Annalect Global CEO Slavi Samardzija. “This will maximize the value of their data with the power of Omni applications.”
“InfoSum is built on the principles of privacy, security, and trust between parties. This makes us an ideal partner for Annalect. Our integration with Omni means that sensitive customer data need not move between databases in order to be enriched and activated in an increasingly complex advertising ecosystem. This creates value for brands, media companies, and data partners,” says Brian Lesser, Chairman and CEO of InfoSum.
A key aspect of the partnership is the ability for Omnicom clients to seamlessly use InfoSum technology within the Omni application suite, including a turn-key on-boarding process.
“Independent clean rooms form the bedrock of any future-looking identity and data solution,” says Tim Petrycki, Annalect’s Global Head of Data Strategy. “This partnership with Infosum allows even deeper collaboration with Omni and our clients’ data.”