InfoSum, one of the leading data collaboration platforms, announced its integration with Google Display & Video 360’s PAIR to help brands and publishers more closely connect with their first-party audiences, while bringing privacy protection and end-to-end data security.
What is the market offering of the combined solution?
Display & Video 360’s Publisher Advertiser Identity Reconciliation (PAIR) enables advertisers and publishers to reconcile their first-party data without tracking people across the web.
The integration of InfoSum’s Secure Data Clean Room allows brand and publisher clients to activate their reconciled audiences via Display & Video 360 and set up private and open marketplace buys. No data is ever shared between parties, and the aggregated data is only readable and meaningful in the context of the specific advertiser-to-publisher relationship.
As an ecosystem solution designed for use across all browsers and Shared Socioeconomic Pathways (SSPs), PAIR offers flexibility for InfoSum’s advertiser and publisher clients. The partnership provides customer-centric organisations with a sustainable long-term path to addressability, scale, and performance that meet consumer privacy expectations.
“InfoSum’s integration with Google Display & Video 360’s PAIR provides firms the ability to maximise the potential of their first-party data. This will enable advertisers to reach high-intent audiences with greater ease, increasing ROAS, while prioritising the privacy of their cleints. We’re thrilled to work with Google to deliver PAIR and bring the industry one step closer to doing right by consumers,” said Brian Lesser, Chairman and CEO at InfoSum.
The benefits of the InfoSum and Display & Video’s PAIR partnership include:
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Control: Advertisers and publishers maintain complete ownership and control over their data; data cannot be pooled to create profiles
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Protection: PAIR’s advanced encryption design protects against data leakage and prevents tracking users across the web
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Choice: Publishers and advertisers have the choice of deal types (non-guaranteed and guaranteed), auction types (open and private), and desired CPMs for monetisation controls
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Reach: PAIR is designed to be used with any browser and SSP, filling gaps and complementing other solutions
What does the solution mean for publishers and brands?
“The combination of Display & Video 360’s PAIR and InfoSum will drive meaningful outcomes for clients. PAIR is a vital step in enabling a data-driven advertising ecosystem, with reduced reliance on cookies,” said Amy Darwish, Global Head of Strategic Partnerships at Annalect.
“With InfoSum and PAIR, Omnicom’s clients will be able to unleash the power of their first-party data to deliver rich, personalised advertising experiences that not only engage their customers, but also builds trust in their brand by prioritising consumer privacy and control.”
“With the digital media industry in a state of flux, moving towards an ecosystem underpinned by first-party data and away from third-party cookies, publishers like News Corp, are crafting new approaches to leveraging their data. By utilising PAIR, advertisers will have the ability to leverage their first-party data against our extensive audience to deliver a better advertising experience for our readers,” said David Rowley, VP, Revenue Technology at News Corp.
What is the wider industry context of this partnership?
The Future of Data-Driven Advertising
Data-driven advertising is a rapidly evolving field, and the future of this industry is full of promise. As technology advances, marketers will have access to more and more data about their target audiences. This data can be used to create more personalized and relevant advertising campaigns that are more likely to drive results.
One of the most important trends in data-driven advertising is the move towards first-party data. First-party data is collected directly from customers, such as through website forms or email signups. This data is more valuable to marketers than third-party data, which is collected from third-party sources such as social media platforms.
Another important trend is the use of artificial intelligence (AI) in data-driven advertising. AI can be used to analyze large amounts of data and identify patterns that would be difficult or impossible to spot with human eyes. This data can then be used to create more targeted and effective advertising campaigns.
The future of data-driven advertising is bright. As technology advances, marketers will have access to more data and more powerful tools. This will allow them to create more personalized and relevant advertising campaigns that are more likely to drive results.
Here are some of the specific ways that data-driven advertising is likely to evolve in the future:
- More personalized advertising: As marketers gain access to more data about their target audiences, they will be able to create more personalized advertising campaigns. This means that ads will be more relevant to the interests and needs of individual consumers, which will make them more likely to click on them.
- More contextual advertising: In addition to being personalized, advertising is also likely to become more contextual. This means that ads will be more relevant to the content that consumers are viewing. For example, if a consumer is reading an article about cars, they might see an ad for a new car.
- More integrated advertising: Data-driven advertising is also likely to become more integrated with other marketing channels. For example, an ad that a consumer sees on a website might also be shown to them on social media or in an email. This will help marketers to create a more seamless and effective marketing experience for consumers.
Overall, the future of data-driven advertising is very promising. As technology advances, marketers will have access to more data and more powerful tools. This will allow them to create more personalized, contextual, and integrated advertising campaigns that are more likely to drive results.
Here are some of the challenges that marketers will need to overcome in order to take advantage of the future of data-driven advertising:
- Data privacy concerns: Consumers are becoming increasingly concerned about their privacy, and this is leading to a backlash against data-driven advertising. Marketers will need to find ways to collect and use data in a way that is respectful of consumers’ privacy.
- Ad fraud: Ad fraud is a growing problem in the online advertising industry. This is when advertisers pay for ads that are never seen by real people. Marketers will need to find ways to combat ad fraud in order to ensure that their advertising campaigns are effective.
- The rise of ad blockers: Ad blockers are software programs that prevent ads from being displayed on websites. The use of ad blockers is growing, and this is reducing the effectiveness of data-driven advertising. Marketers will need to find ways to overcome the challenge of ad blockers in order to reach their target audiences.
Despite these challenges, the future of data-driven advertising is very promising. As technology advances and marketers overcome the challenges they face, data-driven advertising is likely to become even more effective and efficient.
Gerald Ainomugisha is a business news reporter and freelance B2B marketer with over 10 years of experience in writing high-converting copy and content for businesses of all kinds, especially SaaS providers in the niches of HR, IT, fintech, eCommerce and web3. Since joining Upwork in 2012 (back when it was still eLance), Gerald A. has delivered great results for hundreds of clients, maintaining a 98% Job Success rate as well as 5+ years of Top Rated Plus rating (and Premium Writers Talent Cloud membership). Book a meeting with Gerald A. today to get the powerful SEO content you need!
