Unpacked by Flybuys, the B2B data division of Australia's favourite rewards program, partnered with InfoSum, the world’s leading data collaboration platform, to grow its first-party data capabilities.
The partnership will enable advertisers to securely and instantly match first-party data against Flybuys’ first-party data in a privacy-first and cookieless manner. This direct collaboration will enable advertisers to unlock rich customer insights to power more personalised shopper experiences and accurately measure campaign effectiveness.
InfoSum powers fast, easy, secure and effective first-party data collaboration on a de-identified basis using its patented non-movement of data technology and privacy-preserving data collaboration platform.
By removing barriers to collaboration, organisations such as Flybuys can maximise the performance of all its data-driven strategies with complete end-to-end protection and without exposing the personal information of its members to advertisers.
Christopher Scudder, Head of Sales at Unpacked by Flybuys, commented that the company was thrilled at the prospects of the new partnership and how it will allow Flybuys to grow its first-party data collaboration capabilities.
“We are confident InfoSum’s new and unique data clean room technology will allow us to meet our data collaboration requirements,” said Scudder.
Richard Knott, General Manager, Australia & New Zealand, InfoSum, shared that adding Flybuys into the company’s data clean room ecosystem would enable advertised to drive better marking outcomes through fast, frictionless data matching.
“As we witness the growth of data clean rooms to power first-party data collaboration whilst prioritising customer privacy, we are excited to be working with one of the largest data-rich organisations here in Australia and play an integral role in driving rich data-driven experiences,” said Knott.
Global companies which rely on InfoSum included Disney, Experian, Omnicom, Tripadvisor, ITV, CNN, Channel 4, Boots and The Trade Desk.
