Multi-year commitment reinforces the benefits of privacy-first data collaboration that has transformed ITV’s addressable advertising capabilities
LONDON, 27th March 2025 – InfoSum, the world’s leading data collaboration platform, and ITV, the UK’s largest commercial broadcaster, today announced the extension of their strategic partnership. This renewal follows four years of successful collaboration that has underpinned ITV’s addressable advertising capabilities and established a new benchmark for privacy-safe data partnerships in the media industry.
Since 2021, the partnership has enabled ITV to develop sophisticated audience targeting solutions without compromising viewer privacy. This is made possible by InfoSum’s decentralised technology, which allows multi-party data collaboration without moving, centralising, or sharing data. The extension of this relationship reflects the significant value both organisations have created for advertisers seeking precise audience targeting across ITV’s streaming platforms. This is particularly important as the industry navigates a cookieless future, heightened privacy requirements, and multi-platform consumption with the rise of CTV.
Through the collaboration, InfoSum’s technology has powered ITV’s evolution across a suite of sophisticated solutions within Planet V, its market-leading addressable advertising platform. Data Match enables brands with first-party data to target customers across ITV, while Retail Match (formerly Matchmaker) allows FMCG advertisers to leverage shopper audience insights from the UK’s biggest retailers like Tesco Clubcard and Boots Advantage Card. The latest innovation, Auto Match, built on InfoSum’s technology with Carwow, enables automotive brands to target over 1.3 million known active car buyers and measure uplift in website traffic, car configurations, and sales. These solutions have driven double-digit improvements in brand uplift, purchase intent, and return on ad spend for major brands.
Rhys McLachlan, Director of Advanced Advertising at ITV, commented:
“In an ever-evolving industry, the only way to stay on top is to embrace change through innovation and learning. Over the last four years, we’ve unlocked huge latent value in our data sets by building out the market’s most sophisticated and innovative ad products, InfoSum has been instrumental in enabling this. We’re delighted to extend our partnership as our addressable journey evolves and progresses.”
Lauren Wetzel, CEO at InfoSum, added:
“At InfoSum, we are committed to fostering long-term partnerships that drive innovation and privacy-first data collaboration. Our extended partnership with ITV is a testament to the power of privacy-first infrastructure in reshaping addressable advertising. Together, we’ve proven that brands don’t need to trade consumer privacy for performance; effective audience targeting can, and should, be done without sharing, commingling, or exposing personal data. By embracing a decentralized approach, we’re not just keeping pace with industry changes but leading the charge and ensuring we’re on the right side of history. The future of advertising is privacy-first, and together, we’re proving that innovation and responsibility can go hand in hand while delivering exceptional results.”
