Unpacked by Flybuys, the B2B data division of Coles rewards program, is partnering with leading data collaboration platform, InfoSum to grow its first-party data capabilities.

The partnership will enable advertisers to match their first-party data against Flybuys’ first-party data in a privacy-first and cookieless manner. It will also allow advertisers to unlock customer insights to power more personalised shopper experiences and analyse campaign effectiveness.

InfoSum powers fast, easy, secure and effective first-party data collaboration on a de-identified basis using its patented non-movement of data technology and privacy-preserving data collaboration platform. This allows organisations such as Flybuys to maximise the performance of all their data-driven strategies with complete end-to-end protection.

Unpacked by Flybuys head of sales, Christopher Scudder (above) said, “We are thrilled for the opportunities our partnership with InfoSum will bring, to grow our first-party data collaboration capabilities and the ability to offer these data services in a privacy-first and cookieless manner to our clients. We are confident InfoSum’s new and unique data clean room technology, will allow us to meet our data collaboration requirements.”  

InfoSum general manager for Australia and New Zealand, Richard Knott (feature image) commented, “The addition of Flybuys expansive first-party data into our data clean room ecosystem will enable advertisers to drive better marketing outcomes through fast and frictionless data matching, in a privacy-first environment. As we witness the growth of data clean rooms to power first-party data collaboration whilst prioritising customer privacy, we are excited to be working with one of the largest data-rich organisations here in Australia and play an integral role to drive rich data-driven experiences.”