Samsung Ads has launched a data clean room solution powered by data collaboration platform InfoSum.
The partnership enables clients from Samsung Electronics’ advertising division to maximise the performance of their data-driven advertising strategies within InfoSum’s privacy-focused environment.
Samsung Ads’ advertising partners will be able to match against Samsung’s Smart TV footprint and its demand side platform (DSP) with a focus on data integrity through InfoSum’s decentralised data clean room technology.
The platform’s privacy and security capabilities allow targeted and measurable ad campaigns while prioritising end-to-end protection. Its patented “non-movement of data” approach allows each stakeholder to help keep their own first-party data separate in a privacy-focused manner.
Richard Knott, GM ANZ at InfoSum, said the partnership will empower the smart TV company to use its first-party data and offer high-performing advertising solutions while protecting consumer privacy.
“This launch reinforces Samsung Ads’ commitment to delivering an effective and sustainable data strategy in a privacy-focused world. As a result, our clients can now match with the leader in the category and benefit from even better data-driven outcomes.”
Alex Spurzem, managing director, Samsung Ads ANZ and SEA, added: “The CTV landscape is evolving at such a rapid pace and more brands are investing in their own first-party data programs. Our collaboration with InfoSum offers them an increasingly holistic view of their target audiences in a privacy-preserving environment.”
The news follows InfoSum’s partnership with Annalect to create a neutral clean room solution for Asia Pacific clients.
InfoSum capabilities will be integrated into Omni, Omnicom Media Group’s marketing orchestration operating system, and will enable privacy-safe utilisation of data across the entire marketing workflow, from planning to activation and optimisation.
See also:
Annalect and InfoSum partner to create neutral clean room solution for APAC clients
How InfoSum is responding to major changes in the data space