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InfoSum sells software that lets companies analyze and match their customer data together without actually moving or sharing the raw data.
InfoSum is a data collaboration platform. It lets two companies — say a retailer and an advertiser — compare and analyze their customer lists together without either side handing over its raw data. The pitch is simple: you get the insight of a data merger without the risk of actually merging the data.
Here is the problem it solves. Companies want to know things like "how many of my customers also shop at this other brand?" But handing your customer list to a partner is scary. It is private data, it is regulated, and once it leaves your hands you cannot control it. InfoSum's trick is to keep each company's data on its own turf and only let the other side see the answers, not the underlying records. It calls this a "data clean room" or "data bunker" approach, and it is built so neither party ever sees the other's raw customer information. InfoSum makes money by selling subscriptions to that platform, mainly to big advertisers, publishers, retailers, and media companies who want to target ads better or measure whether campaigns worked. Its competitors are the walled gardens — chiefly Google and Meta Platforms, which offer their own closed clean rooms — plus independent rivals like Snowflake and LiveRamp. InfoSum's edge is that it is neutral: it does not own a media network or a giant ad business, so brands and publishers can collaborate with each other without handing their data to a competitor.
The company was founded in the UK and is backed by venture capital, including investment from ITV, the British broadcaster. It has expanded into the United States, which is where most of the ad money is. The whole business rides on a bigger trend: privacy rules and the slow death of third-party cookies are pushing companies to work with their own first-party data, and InfoSum is one of the pipes that makes that collaboration possible.
Saved answer · last researched 15 Nov 2026