InfoSum, a data collaboration platform provider, has unveiled its latest innovation, 'Private Path', designed to optimise the value of first-party data outside of the clean room environment.

Taking its steps out of Infosum's data clean room offering, Private Path allows organisations to securely maximise the value of first-party data outside of the clean room environment. The vendor achieves this by providing an alternative to traditional crosswalk processing, so data doesn't have to be shipped in hashed or raw form, a significant step forward in data privacy and security.

According to Infosum, this will enable data, measurement and media partners to collaborate faster, safer and more cost-effectively. The technology also reportedly allows for granular measurement and data analysis at speed and scale, providing end-to-end privacy protection and greater control.

Brian Lesser, Chairman and CEO at InfoSum, claimed Private Path "redefines how organisations collaborate using data".

"Private Path brings all of InfoSum's industry-leading privacy and security protections outside of the clean room environment, enabling organisations to use that connected intelligence for a wider array of use cases," he said. "As well as creating opportunities for media owners and brands to make more from their first-party data, it also opens up a path for measurement providers to offer new and innovative services to their clients, empowering them to perform analysis of campaign performance at speed without any risk of exposing sensitive customer data."

The new offering is being adopted by industry heavyweights such as Circana, Experian, ITV, NCSolutions, S&P Global Mobility, and Tesco Media & Insight Platform.

Circana President of Global Solutions, Amy Marentic, was excited to be part of the proof of concept for Private Path. " will enable our mutual clients to augment their first-party data with Circana�s robust transaction data, allow for activation and permit advertisers and their agencies to better understand and maximise performance of their campaigns across both traditional and emerging channels including streaming TV," she said.

Chief Strategy Officer for Marketing Services at Experian, Aimee Irwin, claimed the combination of Private Path and its own Identity Bridge offering "enables data connectivity and interoperability".

Head of Data Strategy at ITV, Catherine Hallam, considered the launch of Private Path a "key development for us to more efficiently deliver insights to brands". David Kaufman, Executive Director, Polk Automotive Solutions, S&P Global Mobility, saw Private Path providing "an improved and safer way to activate our Polk Signals measurement solutions", while chief product and operating officer at NCS, Jeff Doherty, said Private Path will enable the CPG industry to safely and securely leverage NCS purchase insights.

Finally, Ciara Schmidt, Media Strategy and Partnerships Manager at Tesco Media & Insight Platform, believes Private Path 'provides the foundation for a next-generation measurement platform'.