The move, the broadcaster said, will “make its 30 million ITV Hub users available for advertisers to match against and activate as target audiences via a secure and compliant solution without either party needing to exchange first party data sets”.
The InfoSum platform, which the company says has a ‘privacy-by-design’ operating infrastructure, is based purely on ITV’s and advertiser’s first party data. This, it says, is a more secure solution as it does not rely on third-party IDs or the centralisation of data.
As such, advertisers and agencies are promised greater control over the purchasing of their campaigns across the ITV Hub ad-supported catch-up service. Partners will be able to optimise and monitor their campaigns in real times, with the ability to blend first party data with their own data dynamically.
Kelly Williams, managing director, Commercial at ITV said: “The application of data sets for customer segmentation, advanced media targeting and effectiveness analysis are critical processes for ITV as a broadcaster, for our unique Planet V programmatic offering and for developing deeper strategic relationships with our advertiser partners.
“InfoSum’s progressive privacy-first infrastructure, designed for the cookie-less future, complements Planet V’s principles of being a trusted platform for advertisers and partners, and designed for the future of TV advertising. We are delighted to be working with InfoSum to enhance our addressable advertising solutions.”
Nick Halstead, CEO and founder at InfoSum, said: “We’re very excited to be working with ITV to power its first-party data strategy with our privacy-first identity infrastructure. Through this new solution, advertisers will be able to quickly and seamlessly match their customer data against ITV’s 30 million logged-in users, build custom audiences and activate across the ITV Hub universe – all without sharing any personal data.
With its 30 million logged-in users, ITV is bringing a premium advertising platform to market that truly challenges the walled gardens. We’re thrilled to be working with them as part of our global CTV ecosystem and look forward to helping them establish and grow their first-party offering.”
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