Eyeota, InfoSum expand privacy-safe data access

The companies said the partnership addresses challenges including signal loss, data fragmentation and increased regulatory scrutiny.

Eyeota, a Dun & Bradstreet company providing B2B and B2C audience solutions, has partnered with InfoSum, a WPP company and data collaboration platform, to make Dun & Bradstreet and Eyeota audience and identity assets available through InfoSum’s privacy-safe technology.

The partnership combines Dun & Bradstreet and Eyeota’s digital audience taxonomy and D&B ID Graph with InfoSum’s data collaboration infrastructure. Advertisers can use the combined capabilities to build audiences, develop models and measure performance without moving or exposing underlying data.

Eyeota and InfoSum connect B2B and B2C data

The partnership also aims to support marketers working across B2B and B2C environments, where audiences can move between professional and consumer contexts.

The data will be available through InfoSum for planning, activation and measurement workflows, allowing advertisers to work with audience and identity signals within a secure collaboration environment.

Partnership supports privacy-safe audience activation

Marc Fanelli, SVP, Global Digital Audiences & Operations, Dun & Bradstreet: "Marketers want to use data in ways that are both effective and responsible, but the industry has not always made that easy. They need to understand real audiences, reach the right customers, and prove what is working, while respecting clear boundaries around how data is handled. This partnership helps close that gap by making trusted audience and identity signals usable in a secure environment where privacy is built into the workflow from the start."

The companies said advertisers can use Eyeota and Dun & Bradstreet’s audience and identity assets across programmatic, social and other channels in markets globally. The integration is designed to bring audience planning, activation and measurement into a more connected workflow without requiring the underlying data to be transferred.

Advertisers gain access to audience and identity assets

Valerie Mercurio, Global Head of Data Enablement, WPP: "Data collaboration only works when every party in the ecosystem can trust the infrastructure it runs on. Eyeota and Dun & Bradstreet bring some of the most trusted audience and identity assets in the market. Making these assets available through InfoSum means advertisers can access that critical B2B and B2C intelligence in a way that is both effective and privacy-safe."

The partnership gives advertisers access to B2B and B2C audience intelligence through InfoSum’s cross-cloud technology, with the companies positioning the approach as a way to support audience activation and measurement while maintaining privacy controls.

www.eyeota.com

www.infosum.com

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