Advanced Television

ITV, InfoSum extend partnership

March 27, 2025

InfoSum, the data collaboration platform, and ITV have announced the extension of their strategic partnership. This renewal follows four years of collaboration that has underpinned ITV’s addressable advertising capabilities.

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.

Through the collaboration, InfoSum’s technology has powered ITV’s evolution across a suite of solutions within Planet V, its 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.

“In an ever-evolving industry, the only way to stay on top is to embrace change through innovation and learning,” Rhys McLachlan, Director of Advanced Advertising at ITV, commented. “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.”

“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,” added Lauren Wetzel, CEO at InfoSum. “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 decentralised 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.”

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