Marketers and media owners are looking for ways to get the most out of consumer data amid changes to privacy laws and growing restraints on online audience tracking. They can unlock the value of their data by breaking down siloes within their organizations, making the information more interoperable.
Consumer identity management company Infutor seeks to help businesses with its trove of consumer data that include name and address information going back decades, phone numbers, email addresses, web addresses and even vehicle identification numbers (VINs). The data are harvested through a variety of signals.
“They would be most, if not all, of the deterministic signals you would see,” Kevin Dean, chief operating officer of data management company Infutor Data Solutions, said in this interview with Beet.TV.
Use cases for data management include publishers or multichannel video programming distributors (MVPDs) that have multiple ways to interact with consumers, and receive data through different channels.
“I was brought in to really accelerate Infutor’s path from that original data plumbing business into the future of adtech, martech, publishing ecosystem,” Dean said. “You’ll see Infutor become much more visible in market as we’re pursuing that same path. You’ll see Infutor continue to evolve its identity offerings, continue to expand as the market expands.”
He foresees a broader buildout of Infutor’s privacy-compliant data that ensure consumer trust. The goal is to help make consumer data and some of the newer identity solutions more interoperable, helping businesses to improve their operations. Infutor this year joined the Unified ID 2.0 initiative that was started by The Trade Desk and handed off to Prebid.org.
“You’re going to see us become more inquisitive than ever as we’re looking to build and aggressively grow our identity footprint and the platforms which we serve,” Dean said. “We are certainly looking at ourselves as a neutral party to ensure all of those identity attributes can be transactive.”