Omnicom Media Group's data and analytics division, Annalect, has joined forces with InfoSum to launch a 'neutral clean room' solution for clients in the Asia Pacific region.

This initiative, which aims to tackle the hurdles posed by fragmented data sources, is pitched as a way businesses can connect data sets in an era increasingly focused on privacy. The initiative focuses on audience profiling, planning, measuring, optimising and activating through secure data collaboration.

InfoSum's capabilities will be integrated into Omni, Omnicom Media Group's marketing orchestration operating system. The initiative was initially launched in Australia, where Annalect and InfoSum have forged partnerships with Australian loyalty program, Flybuys and data provider, Experian.

InfoSum's platform creates a statistical replica of the purchase, behavioural and location data provided, without copying or moving vendor data. This innovative approach ensures consumer privacy is maintained, a key concern in today's data-driven world.

The proof of concepts conducted in Australia spanned industries such as FMCG, alcohol, telco, and automotive. Annalect and InfoSum plan to expand this initiative across multiple brands and markets.

"It's a strategic move towards not just ensuring data privacy but optimising data utility through the innovative concept of distributed insights generation. This approach allows us to extract meaningful intelligence from diverse data sources, ensuring a comprehensive understanding of consumer behaviour while safeguarding individual privacy," Schalk van der Sandt, Annalect Australia's COO, said.

Richard Knott, InfoSum GM, ANZ, said it's excited to see the innovative and compelling use of our technology by Annalect to enrich their clients’ marketing strategies.

"InfoSum enables organisations to safely scale and leverage their consumer data through privacy-first, multi-party data collaboration. Pioneering organisations like Annalect are leading the industry in this transition, harnessing that concept and turning it into real-world, actionable benefits," he said.