Eyeota Partners with InfoSum to Unlock Privacy-Safe B2B and B2C Audience Solutions for U.S. Advertisers
Eyeota, a Dun & Bradstreet company and global provider of B2B and B2C audience solutions, announced a partnership with InfoSum, a WPP company and the leading data collaboration platform. Dun & Bradstreet and Eyeota-owned-and-operated digital audience taxonomy, along with the D&B ID Graph, combined with InfoSum's privacy-safe data collaboration technology, enables advertisers to reach more precise B2B and B2C audiences, build smarter models, and measure performance without moving or exposing underlying data.
Advertisers need data solutions that are both actionable and built for today’s privacy requirements. As signal loss, data fragmentation, and regulatory scrutiny continue to reshape marketing, the ability to connect trusted audience and identity assets within secure collaboration environments has become a practical requirement for responsible audience strategy. This is particularly important in B2B marketing, where audiences move between professional and consumer contexts, making it difficult to build a connected understanding of their needs and behaviors. This partnership directly addresses that gap by making Dun & Bradstreet and Eyeota B2B and B2C data available through InfoSum for privacy-safe use across planning, activation and measurement workflows.
“Marketers want to use data in ways that are both effective and responsible, but the industry has not always made that easy,” said Marc Fanelli, SVP, Global Digital Audiences & Operations at Dun & Bradstreet. “They need to understand real audiences, reach the right customers, and prove what is working, while respecting clear boundaries around how data is handled. This partnership helps close that gap by making trusted audience and identity signals usable in a secure environment where privacy is built into the workflow from the start.”
Also Read: DAIVID Launches New Solution That Analyses Thousands Of Ads At Once To Connect Creative Performance To Business Results
By making Eyeota and Dun & Bradstreet's global audience and identity assets available through InfoSum's patented cross-cloud technology, advertisers can activate audiences across programmatic, social, and other channels in global markets. For marketers, the value is straightforward: they can bring audience planning, activation, and measurement closer together in a secure environment, without adding more complexity to how data is handled.
"Data collaboration only works when every party in the ecosystem can trust the infrastructure it runs on,” said Valerie Mercurio, Global Head of Data Enablement at WPP. “Eyeota and Dun & Bradstreet bring some of the most trusted audience and identity assets in the market. Making these assets available through InfoSum means advertisers can access that critical B2B and B2C intelligence in a way that is both effective and privacy-safe."
With this partnership, advertisers gain a more connected and responsible path to B2B and B2C audience intelligence, one built for the realities of today's privacy landscape without sacrificing the performance outcomes that matter most.
SOURCE: Eyeota
