InfoSum: WPP's decentralised data clean room, explained

InfoSum lets a brand, a broadcaster or a retailer ask questions of combined data without ever building a combined table. A UK broadcaster can show an advertiser how many of its viewers bought the advertiser's product, and in which regions, without either side handing over a customer file. The same set-up supports audience planning, activation and post-campaign measurement.

The platform has four products today: the Data Clean Room for one-to-one work, a wider Data Collaboration Platform, Beacons, and Private Path. Beacons are "cloud-native" environments deployed inside the customer's own cloud on AWS, Azure or Google Cloud (InfoSum, Beacons). Private Path sends enriched data to measurement partners using point-in-time synthetic IDs, so no common key or PII passes between the parties (InfoSum, Private Path).

WPP's interest is scale. Its April 2025 release describes "hundreds of billions of data signals" across InfoSum's network, which includes Channel 4, ITV, Netflix and Samsung Ads (InfoSum on WPP). WPP plans to plug InfoSum into WPP Open, its marketing operating system, and to use federated learning to train client models on that network.

InfoSum describes "five layers of patented technology" (InfoSum, privacy). In plain terms:

The output layer is where privacy is set. In a 2020 explainer InfoSum said it adds noise of "one or two per cent". It also said it returns a count only above a threshold "normally 100" and rounds results down to a set step, "normally also 100" (InfoSum blog, 26 February 2020). With those defaults, 95 matching people show as zero and 1,081 show as 1,000. InfoSum groups these methods under differential privacy techniques.

Matching does not depend on one identifier. InfoSum matches on any key or combination of keys, deterministically or probabilistically (InfoSum, connectivity). For activation, ad platforms only receive records on people they already know. Through a 2023 integration, advertisers and publishers can also reconcile audiences with Google's PAIR protocol in Display & Video 360 (InfoSum, 25 May 2023).

InfoSum publishes no price list. Its site routes buyers to a contact form to "schedule a demo or start using our Platform" (InfoSum, contact). We found no reputable report of contract sizes. Under WPP, pricing may also differ for GroupM clients and outside customers; neither InfoSum nor WPP has said so publicly.

Strengths

• Data does not pool. The Bunker model keeps each dataset in its owner's instance, which suits broadcasters and retailers that will not send files to a third party.
• Conservative default outputs. Redaction at 100 and rounding to 100, as InfoSum described them in 2020, are stricter than many SQL-first rooms, where the owner picks the threshold (InfoSum blog).
• A large media network. UK broadcasters and global streamers are already connected, which shortens the partner search.
• Measurement without shared keys. Private Path lets a measurement vendor receive outcomes without a common identifier.

Limits

• Agency ownership. InfoSum belongs to WPP. Agencies at rival holding groups, and their clients, may prefer a vendor without that link.
• Less query freedom. Analysts work through InfoSum's model and permission system rather than writing arbitrary SQL, which limits custom analysis.
• Thin public documentation. We found no public technical documentation on threshold settings beyond the 2020 blog; current defaults are n/d.
• No public pricing. Budgeting needs a sales process.

• InfoSum's founding year. Its company page says 2015; its August 2021 release says inception in 2016.
• The price WPP paid. The release gives none.
• Current default thresholds for redaction, rounding and noise. The only public figures are from February 2020.
• Whether InfoSum supports IAB Tech Lab's ADMaP, or the IAB version of PAIR rather than Google's.
• A current headquarters address; the site lists offices only.

1. InfoSum, "WPP Acquires InfoSum in Major Investment in its AI-Driven Data Offer" (3 April 2025). https://www.infosum.com/blog/wpp-acquires-infosum
2. InfoSum, "Company" (accessed 9 November 2026). https://www.infosum.com/company
3. InfoSum, "InfoSum raises $65 million Series B" (17 August 2021). https://www.infosum.com/blog/infosum-raises-65-million-series-b-to-build-the-next-generation-of-data-collaboration
4. InfoSum, "Privacy" platform page (accessed 9 November 2026). https://www.infosum.com/platform/privacy
5. InfoSum, "Beacons" (accessed 9 November 2026). https://www.infosum.com/products/beacons
6. InfoSum, "Private Path" (accessed 9 November 2026). https://www.infosum.com/products/private-path
7. InfoSum, "How differential privacy techniques in adtech protect consumers" (26 February 2020). https://www.infosum.com/blog/how-differential-privacy-techniques-in-adtech-protect-consumers
8. InfoSum, "InfoSum announces Google PAIR integration" (25 May 2023). https://www.infosum.com/blog/infosum-announces-google-pair-integration
9. InfoSum, "Connectivity" (accessed 9 November 2026). https://www.infosum.com/platform/connectivity
10. InfoSum, "Contact" (accessed 9 November 2026). https://www.infosum.com/company/contact