NEWS30 January 2024

Infosum and DirecTV Advertising partner on first-party data

Data analytics Media New business News North America Privacy

US – Data collaboration platform InfoSum has partnered with the campaign measurement business of satellite TV provider DirecTV on a first-party data tool.

Digital advertising

The tool is built on InfoSum’s data clean room technology and allows advertisers to compare their first-party data against a cross-platform audience of DirecTV and DirecTV Stream viewers.

The partnership will allow DirecTV Advertising to use InfoSum’s network of data partners to gather insights about subscribers and enrich audience segments.

Brian Lesser, chairman and chief executive at InfoSum, said: “InfoSum is delighted to work with DirecTV Advertising as it enhances its industry-leading digital advertising solutions.

“In today’s landscape, customer-centric businesses are increasingly putting consumer privacy first.”

Amy Leifer, chief advertising sales officer at DirecTV Advertising, said: “This relationship with InfoSum allows us to put privacy at the centre of our first-party data approach, and bring greater value to our clients and partners.”