MSQ's 26 Agrees InfoSum Partnership to Help Brands Maximise First-Party Data

MSQ's Leeds-based media and digital experience agency, 26, has announced a strategic partnership with the world’s leading data collaboration platform, InfoSum, to mobilise first-party data strategies for brands in a cookie-less world.

As Google Chrome prepares to join Firefox and Safari in eliminating third-party cookies by the end of 2024, brands must find innovative ways to deliver better customer experiences and drive marketing effectiveness in a world where privacy is paramount.

26 is partnering with InfoSum to utilise the world’s first fully secure ‘data clean room’ to deliver fast and effective first-party data collaboration for its clients.

The technology enables safe and secure connections between businesses to unlock collective potential from their customer data – including customer identity resolution, audience enrichment, marketing activation via exclusive partners such as ITV and Channel 4, and measurement.

Alex Blaikley, commercial director at 26 said, “The future of advertising is digital, and the future of digital advertising is personalisation and effectiveness. Data clean rooms will undoubtedly provide the next phase of growth. With InfoSum’s unparalleled technology coupled with our in-house data capabilities, we’re excited to help our clients activate their first-party data strategies across their digital ecosystems.”

Sunil Modha, director of enterprise sales at InfoSum added, “Over the past few years, we’ve seen a rapid and impressive adoption of data clean rooms by agencies. This trend emphasises the critical role agencies play within the ecosystem to support brands leveraging their first-party data in a privacy-safe environment. We’re thrilled to partner with 26 to unlock growth opportunities and drive performance for 26's clients through privacy-first data collaboration.”