WPP's global data and technology business Choreograph has tapped InfoSum's clean room solution to streamline and future-proof campaign planning and audience profiling for GroupM's US clients through secure data collaboration.

The partnership will allow GroupM clients to develop relevant audiences, optimise media strategies, and activate media downstream. The joint innovation between InfoSum and Choreograph will enable media owners and brands to enrich and activate first-party data to deliver personalised and relevant ad experiences while respecting consumer privacy.

"InfoSum is proud to partner with Choreograph to help GroupM's clients realise the value of their first-party data as they navigate the fast-changing advertising landscape," said CEO at InfoSum, Lauren Wetzel. "Secure, future-proofed environments where media owners and advertisers can build out relevant audiences, optimise and activate their campaigns, and provide a foundation for world-leading ad experiences."

GroupM's clients in the United States will be able to use InfoSum's data clean room technology to connect their first-party data with Choreograph's AmeriLINK database. AmeriLINK organises information about consumers and households, including demographic, psychographic, health and wellbeing, life events, transactional attitudes, and financial indicators. Media owners and advertisers can access lookalike modelling, data enrichment, and data hygiene services enabled by AmeriLINK and InfoSum's innovative controls, differential privacy techniques, and patented secured data approach.

"In a world of changing standards, we're creating an edge for our clients through data connectivity, seamless partner collaboration, and strategies rooted in first-party data," said Choreograph CEO Evan Hanlon. "GroupM and InfoSum have a long record of partnering to make client campaigns more effective, more personal, and more private. As Choreograph, we're thrilled to be deepening that partnership and applying our shared commitment to privacy and the intentional use of data to the work we do with our advertiser and publishing partners."

Founded in 2016, InfoSum is based in the US, UK, Europe, and Australia. It has multiple patents, protecting its invention of the 'non-movement of data'. Choreograph is WPP's global data and technology company, orchestrating data capabilities across GroupM and WPP into an end-to-end data enablement solution.