ActionIQ integrates with clean room platform to activate second-party data

Enterprise CDP ActionIQ has announced a partnership with data collaboration and clean room provider InfoSum to enable brands and publishers to enrich their own first-party data with second-party data from other brands and publishers, aggregated and managed in a privacy-compliant way.

Why we care. First, the terminology. First-party data is, of course, data brands and publishers collect with the consent and participation of consumers (newsletter subscriptions, filled forms, etc). Many see first-party data as the best alternative to third-party data gathered by cookies. The problem is, reach is limited. Second-party data has traditionally been a brand or publisher’s first-party data, sold or traded to another brand or publisher. Clean room technology, however, adds a refinement.

In a clean room, brands and publishers can partner to share anonymized second-party data, resolving identities without exposing them, thus enriching their own first-party records with interactions and transactions involving third parties.

How it works. ActionIQ’s capabilities combine known and anonymous data into customer profiles for activation. Using InfoSum’s clean room, ActionIQ clients will be able to proactively share their first-party data with other partners without sacrificing privacy. Anonymized matching takes place in the clean room, and the resulting profiles can be directly uploaded to ActionIQ to discover audiences and create relevant experiences at scale.

Read next: Roku announces clean room for streaming campaigns

Retaining loyalty without giving up privacy. The objective is clearly to cement loyalty by delivering personalized experiences without customers feeling their privacy infringed. “ActionIQ selected InfoSum to be our clean room partner because of their patented, privacy-first technology that connects customer records between and amongst companies, without moving or sharing data,” said Justin DeBrabant, SVP of product at ActionIQ.

About The Author

Kim Davis

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.