Eyeota InfoSum data partnership integrates B2B taxonomies for privacy-safe advertising

This integration provides a technical solution for B2B marketers struggling with signal loss and fragmented professional identities. By utilizing InfoSum’s decentralized architecture, Eyeota and Dun & Bradstreet allow WPP clients to leverage high-fidelity identity assets while maintaining strict regulatory compliance. In the broader streaming and digital ecosystem, this move signals a shift toward secure data clean rooms as the standard for high-value audience targeting. As third-party cookies continue to deprecate, the industry is prioritizing these non-movement data models to maintain attribution accuracy. Watch for whether this collaboration increases B2B ad spend on social and programmatic platforms that previously lacked granular professional targeting capabilities.

InfoSum has been expanding its data collaboration ecosystem aggressively throughout 2026, positioning its decentralized architecture as an alternative to centralized clean rooms. In July 2026, InfoSum announced a partnership with LiveRamp to enable cross-platform audience activation without data movement, a deal that extended InfoSum's reach into identity resolution workflows previously dominated by LiveRamp's own clean-room offering. That same month, InfoSum reported that its platform processed over 1.2 billion identity-matched queries in Q2 2026, up 38% year over year, signaling growing advertiser demand for privacy-safe collaboration environments that do not require data transfer between parties.

The Eyeota InfoSum data partnership also reflects broader consolidation in the B2B data space under Dun & Bradstreet's umbrella. Dun & Bradstreet acquired Eyeota in late 2024 for approximately $180 million, folding the audience taxonomy provider into its D&B ID Graph infrastructure, a move that gave D&B direct access to programmatic activation channels it previously lacked. WPP's involvement in the current partnership is notable: WPP Media has been testing InfoSum's decentralized model for client campaigns since early 2025, running pilot activations across programmatic display and connected TV, which suggests the holding company sees data collaboration platforms as a replacement for third-party cookie-based targeting in both B2B and B2C contexts.

Competing data collaboration platforms are racing to capture the same advertiser budgets. Snowflake's Media Data Cloud announced in August 2026 that it had onboarded 45 new advertising and media partners in the prior quarter, including several major CTV platforms seeking privacy-safe measurement capabilities. Meanwhile, AWS Clean Rooms reported in June 2026 that it had surpassed 2,000 active advertiser accounts, with B2B use cases growing fastest among new signups. For buyers evaluating the Eyeota InfoSum data partnership, the key differentiator remains InfoSum's non-movement architecture, which keeps raw data within each party's own infrastructure rather than pooling it in a shared environment, a distinction that matters for regulated industries and enterprise B2B campaigns where data governance requirements are strict.