MarTech » Data » Expanded clean room for advertisers through Neustar and InfoSum partnership
Today, identity management company Neustar announced the availability of its Neustar unified in the InfoSum Data Clean Room Identity Suite.
Data collaboration enables multi-party identity and secure data for brands, agencies and publishers across the advertising supply chain.
As a result of the partnership, every InfoSum customer will have access to Neustar identity capabilities. Neustar was acquired by global information company TransUnion in 2021.
What this means for marketers. Advertisers in InfoSum’s clean room will be able to use Neustar’s identity tools to further segment and target consumers in a privacy-compliant manner, further enriching advertisers’ first-party data.
Advertisers cannot access consumer data outside of their own first-party customer sources. Instead, they will use the InfoSum Data Clean Room as a secure site where overlapping datasets with Neustar Unified Identity are compared and analyzed, resulting in a larger target audience that advertisers can then use for omnichannel campaigns.
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Why do we care. Brands want to get the most out of their first-party data, as third-party technologies like cookies become less reliable for advertisers in the long run. That’s where secure data and privacy-enhancing technology (PET) companies like InfoSum come in. InfoSum also recently partnered with enterprise CDP ActionIQ.
By enriching first-party data with cleanrooms, advertisers can deliver more relevant ad campaigns while maintaining privacy compliance. Publishers can also sell inventory more efficiently by leveraging what they know about their audiences without going beyond their own data disclosure agreements.
About the author
Chris Wood has over 15 years experience as a B2B editor and reporter. At DMN, he served as an associate editor, providing original analysis for the growing field of marketing technology. He interviewed leaders in technology and policy, from Canva CEO Melanie Perkins to former Cisco CEO John Chambers, and Vivek Kundra, who was named America’s first federal CIO by Barack Obama. He is particularly interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel discussion on “Innovation Theater” at the Fintech Inn in Vilnius. In addition to his marketing-focused coverage on industry sectors such as Robotics Trends, The Age of Modern Breweries, and AdNation News, Wood writes for KIRKUS and writes fiction, criticism, and poetry for several leading book bloggers. He studied English at Fairfield University and was born in Springfield, Massachusetts. He lives in New York.