Samsung Ads, the advertising division of Samsung Electronics, has partnered with InfoSum to launch a data clean room solution for matching data sets between its platform and advertisers.

InfoSum's decentralised data clean room technology allows Samsung Ads' advertising partners to match against Samsung's Smart TV footprint and its Demand Side Platform (DSP), while maintaining data integrity. The solution aims to optimise the performance of data-driven advertising strategies within a privacy-focused environment and comes as organisations across the region prioritise their first-party data programs due to evolving privacy regulations.

InfoSum's patented 'non-movement of data' approach allows stakeholders to keep their first-party data separate in a privacy-focused manner.

"InfoSum is delighted to partner with Samsung Ads, empowering the region's Smart TV industry leader to leverage its cutting-edge first-party data and offer high-performing advertising solutions, all while protecting consumer privacy. This launch reinforces Samsung Ads' commitment to delivering an effective and sustainable data strategy in a privacy-focused world. As a result, our clients can now match with the leader in the category and benefit from even better data-driven outcomes." said GM ANZ at InfoSum, Richard Knott.

Managing Director, Samsung Ads ANZ & SEA, Alex Spurzem, noted the Connected TV (CTV) landscape is evolving at such a rapid pace and more brands are investing in their own first-party data programs.

"Our collaboration with InfoSum offers them an increasingly holistic view of their target audiences in a privacy-preserving environment," he said.

InfoSum is a data collaboration platform and secure data clean room provider. Samsung Ads delivers Advanced TV advertising at scale on a smart connected audience platform, providing a holistic view for advertisers by connecting linear, OTT, and gaming. Samsung Ads was launched in the US in 2015 and now operates in North and Latin America, Europe, South Korea, Australia, New Zealand, and India.