InfoSum and Amazon Announce Integration

Data collaboration platform InfoSum has announced new integrations with Amazon Ads, promising advanced features such as look-alike modeling, retargeting, enhanced audience segmentation, and comprehensive measurement and reporting.

InfoSum was acquired two months ago by WPP, and is joining the soon-to-be-renamed media investment division GroupM.

Companies running and optimizing campaigns across Amazon DSP (ADSP) and Amazon Marketing Cloud (AMC) can tap InfoSum's 'secure and intuitive' interface to accelerate their campaign launch, without sharing raw information. The combination of InfoSum's first-party insights with Amazon signals will allow the creation of more precise custom audiences for personalized targeting in ADSP, for campaigns across the likes of Prime Video, Twitch, Fire TV, and third-party inventory.

New insights available within AMC will include data on in-store impact, path to conversion, lifetime value (LTV) and customer acquisition cost (CAC), and will allow for real-time Multi-Touch Attribution and Media Mix Modeling, for 'a complete view of campaign performance' across both digital and offline channels.

Valerie Mercurio (pictured), VP Business Development at InfoSum, comments: 'Advertisers today need a secure and effective way to leverage their first-party insights across media platforms, optimizing both performance and return on investment. In 2025, it's imperative that the media industry prioritizes privacy, and our new integration with Amazon Ads makes this even simpler, allowing advertisers to activate their customer insights in a privacy-first manner while benefiting from Amazon's rich audience insights.'

Web site: www.infosum.com .