Today, individuality absorption institution Neustar announced the availability of its Neustar Unified Identity suite successful the InfoSum Data Clean Room.
The information collaboration makes multi-party individuality and unafraid information imaginable for brands, agencies and publishers passim the advertizing proviso chain.
As a effect of the partnership, each InfoSum lawsuit volition person entree to Neustar individuality capabilities. Neustar was acquired by planetary accusation institution TransUnion successful 2021.
What this means for marketers. Advertisers successful the InfoSum cleanable country volition beryllium capable to usage Neustar’s individuality tools to further conception and people consumers successful a privacy-compliant way, further enriching the advertiser’s first-party data.
The advertiser won’t person entree to user information extracurricular of their ain first-party lawsuit sources. Instead, they volition beryllium utilizing the InfoSum Data Clean Room arsenic a unafraid tract wherever it compares and analyzes overlapping datasets with Neustar Unified Identity, which results successful much targeted audiences which the advertiser tin past usage for omnichannel campaigns.
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Why we care. Brands are looking to get the astir from their first-party information arsenic third-party exertion similar cookies becomes little dependable for advertisers successful the agelong term. That’s wherever unafraid information and privacy-enhancing technologies (PET) companies similar InfoSum travel in. InfoSum besides recently partnered with endeavor CDP ActionIQ.
By enriching first-party information utilizing cleanable rooms, advertisers tin service much applicable advertisement campaigns portion remaining privacy-compliant. Publishers volition besides beryllium capable to merchantability inventory much efficaciously by making the champion usage of what they cognize astir their audiences without overstepping the information disclosure agreements connected their side.
Read next: Neustar brings individuality solution to integer out-of-home with Captivate partnership
About The Author
Chris Wood draws connected implicit 15 years of reporting acquisition arsenic a B2B exertion and journalist. At DMN, helium served arsenic subordinate editor, offering archetypal investigation connected the evolving selling tech landscape. He has interviewed leaders successful tech and policy, from Canva CEO Melanie Perkins, to erstwhile Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama arsenic the country's archetypal national CIO. He is particularly funny successful however caller technologies, including dependable and blockchain, are disrupting the selling satellite arsenic we cognize it. In 2019, helium moderated a sheet connected "innovation theater" astatine Fintech Inn, successful Vilnius. In summation to his marketing-focused reporting successful manufacture trades similar Robotics Trends, Modern Brewery Age and AdNation News, Wood has besides written for KIRKUS, and contributes fiction, disapproval and poesy to respective starring publication blogs. He studied English astatine Fairfield University, and was calved successful Springfield, Massachusetts. He lives successful New York.
