Ad Tech and Privacy

InfoSum Launches Platform Sigma

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The data collaboration company InfoSum launched Platform Sigma last week to expand its ability to help clients navigate privacy-safe first-party data sharing and activation.

Platform Sigma comes with a slew of fresh features including a “cloud vault” to “fully operationalize first-party data without movement,” enhanced data activation capabilities, and an app exchange to “create deeper connections with data and analytics partners through an integrated development framework.”

The data clean room space is heating up as third-party data platforms like InfoSum, Habu, and Snowflake seek to enable data owners to safely share customer information with third parties and third parties (like brand marketers) to safely access that data. Sigma represents the latest development in the space, which is growing fast in part due to privacy regulations that are making it harder for businesses to acquire and share data.

At its core, the data privacy movement is about giving consumers the power to decide how, whether, and with whom businesses share their information. It also aims to give consumers recourse if organizations recklessly expose personal details without their consent. Tools like those available in Platform Sigma are allowing businesses to be better stewards of customer information while maximizing its value.

I connected with InfoSum CEO Brian Lesser to learn more about Sigma and what it portends for both InfoSum and the broader consumer data industry.

InfoSum just announced its new Platform Sigma. Could you briefly describe how this differs from your previous offerings?

Platform Sigma is an extension of everything we’ve built over the last five years at InfoSum. It is the culmination of us building an entirely new infrastructure to enable connectivity and to provide advertisers the ability to have enhanced measurement to track their campaigns.

Our platform today is already marketer-first, so it’s for everyone and anyone, and now with Sigma we are bringing in the CTO and data science side of those organizations who wanted more flexibility and granularity for their work. 

The demand and supply sides of the media ecosystem (advertisers and publishers) are using clean rooms. Does InfoSum serve both? How, if at all, does Platform Sigma play into that?

InfoSum’s client roster includes advertisers and media owners as well as tech partners like The Trade Desk, Experian, and others. The benefit of that is that when companies work with InfoSum, they’ll be able to access data collaboration efforts with some of the leading data owners in the world, all in a privacy-first way that ensures no movement of any data.

A data clean room exec recently told me that it’s wrong to think of data clean room companies as data clean rooms in and of themselves. Rather, data clean room companies help other companies create their own clean rooms and/or manage data across clean rooms. Sigma appears to pertain to the latter part of that. What are your thoughts on this statement?

While competitors ask you to upload your customers’ data into their platform, InfoSum lives as an extension of your infrastructure, going to where your data lives to eliminate sharing or movement of data – enabling zero-trust data collaboration across unlimited partners and datasets.

How will data clean rooms change over the next 12 months?

As with any new technology that sees success, we expect to see more competitors crop up and even more competitors adopt our messaging. We’re anticipating more adoption by leading brands and publishers, which will hopefully enable us to reach a tipping point where the majority of advertisers are using privacy-first technology to protect their data.

Joe Zappa is the Managing Editor of Street Fight. He has spearheaded the newsroom's editorial operations since 2018. Joe is an ad/martech veteran who has covered the space since 2015. You can contact him at [email protected]