Eyeota and InfoSum have partnered to integrate Dun & Bradstreet’s audience and identity assets into InfoSum’s data collaboration infrastructure. The integration enables advertisers to perform audience planning and measurement across programmatic and social channels without moving or exposing underlying data.
This integration provides a technical workaround for the persistent industry challenge of signal loss and fragmented B2B data. By embedding Dun & Bradstreet’s identity assets directly into a decentralized collaboration environment, the partnership allows streaming advertisers to reach professional audiences on consumer platforms without compromising privacy compliance. Within the broader ecosystem, this move signals a shift toward 'data clean room' logic where identity resolution happens at the infrastructure level rather than through third-party cookies. Watch for whether this B2B-to-consumer bridge increases ad spend on social and CTV platforms from traditional enterprise software and service providers.
Eyeota has been steadily expanding its distribution footprint in 2026. In August 2026, Eyeota and Zeotap Data partnered to make Eyeota's global audience ecosystem available within Amazon DSP, enabling advertisers to activate Dun & Bradstreet B2B data and Eyeota's partner-sourced B2C segments across Prime Video, Freevee, and Twitch. That move extended Eyeota's reach into CTV and streaming inventory, complementing the InfoSum integration's focus on privacy-safe collaboration for planning and measurement.
The InfoSum partnership also reflects Eyeota's broader positioning as a data interoperability layer. In a recent company blog post, Eyeota described its strategy as helping brands enrich first-party data with external signals while keeping that data interoperable across CTV, digital, and audio channels. The company emphasized transparency and control as differentiators, arguing that black-box segments introduce risk when reused across multiple systems. This framing aligns with the InfoSum integration's emphasis on keeping data in place during collaboration.
The Eyeota-InfoSum deal arrives as WPP consolidates its data collaboration infrastructure under InfoSum. Valerie Mercurio, WPP's Global Head of Data Enablement, stated that making Eyeota and Dun & Bradstreet assets available through InfoSum gives advertisers access to B2B and B2C intelligence in a privacy-safe manner. InfoSum serves as the foundational data collaboration layer underpinning WPP's Open ecosystem, meaning this integration effectively plugs Eyeota's audience taxonomy into one of the largest agency holding company's data infrastructure.
Eyeota and InfoSum have integrated the Dun & Bradstreet ID Graph into InfoSum’s decentralized infrastructure. This partnership allows advertisers to perform privacy-safe B2B and B2C audience planning and measurement across programmatic and social channels. By avoiding the physical transfer of data, it helps marketers mitigate signal loss and regulatory scrutiny.
The partnership integrates Dun & Bradstreet’s ID Graph and Eyeota’s digital audience taxonomy into InfoSum’s cross-cloud collaboration infrastructure to enable secure B2B and B2C targeting.
The collaboration utilizes InfoSum’s decentralized technology to prevent the physical transfer or exposure of sensitive underlying data sets during audience planning and measurement.
It allows marketers to bridge B2B and B2C contexts, enabling them to track audiences as they move between professional and consumer environments while maintaining privacy compliance.
By embedding Dun & Bradstreet’s identity assets directly into a decentralized environment, it provides a technical workaround for fragmented B2B data and the deprecation of third-party cookies.
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