According to a recent press release, InfoSum, a leading data collaboration platform, has introduced “Private Path,” a groundbreaking technology revolutionizing measurement in the privacy-centric era. This innovative solution, utilized by early adopters including Circana, Experian, ITV, NCSolutions, S&P Global Mobility, and Tesco Media & Insight Platform, extends InfoSum’s data clean room capabilities. Private Path enables secure maximization of first-party data value outside the clean room environment, facilitating faster, safer, and cost-effective collaboration among data, measurement, and media partners.

Unlike traditional approaches that necessitate centralizing data, Private Path employs patented non-reversible synthetic identifiers, eliminating the need to transfer hashed or raw data. This method ensures granular measurement and analysis at scale while safeguarding end-to-end data privacy and granting greater control. For instance, retailers can partner with media owners using Private Path to create sales conversion reports, securely connecting and analyzing exposure and transaction data without compromising privacy or competitive advantage.

Brian Lesser, chairman and CEO at InfoSum, highlighted the significance of Private Path, remarking on its expansion of InfoSum’s privacy and security protections beyond the clean room environment. He emphasized the potential for media owners, brands, and measurement providers to leverage connected intelligence, offering new services for analyzing campaign performance without risking sensitive customer data exposure.