InfoSum wants to improve ad targeting by making the consumer data its clients store easier to share through InfoSum Bridge.
The company currently sells infrastructure that can process consumer data stored on a client’s system into identity graphs. The graphs, which InfoSum calls “bunkers," are then analyzed or passed along, ensuring the consumer data used to build the graphs never leaves storage and protecting user privacy. InfoSum says Bridge now makes it easier to share this information.
Bridge helps reduce the noise created by how consumer data is matched between brands, advertisers and publishers, says Brian Lesser, chief executive officer of InfoSum.
“Every time you go through one of these hoops, you lose fidelity with respect to identifying a specific audience,” says Lesser. “By using Bridge and our system of bunkers, they can always have a one-to-one match with whichever partner they decide to work with, and they will have much higher match rates and much higher fidelity against the audiences they want to identify on behalf of advertisers.”