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ITV increases investment in ‘critical part’ InfoSum by 50%


By John McCarthy, Opinion Editor

January 24, 2023 | 4 min read

UK broadcaster ITV ups investment in data clean room firm InfoSum.


According to ITV, its collaboration with InfoSum has been “developing nicely”

ITV has increased its investment in data technology company InfoSum by 50% of its original commitment with Rhys Mclachlan, ITV director of advanced advertising, claiming its Datamatch product has been “developing nicely”.

The tech will be heavily tied into ITV’s premium advanced advertising platform, Planet V 2.0. InfoSum underpins its Matchmaker product, enabling retailers to target VOD viewers based upon ITV’s own registered data, two of the UK’s biggest loyalty schemes in Boot’s Advantage Card and Tesco’s Clubcard, too.

The data collaboration firm serves as an intermediary between brands and is pushing its ‘non-movement of data’ tech as the diminishing effectiveness and legality of the third-party cookie blinds the market. Each partner has a data ‘bunker’ in the cloud, accessible only to them.

The data is stripped of identifiable information and mapped into the bunker where it can’t be removed. It's a system run on partnerships and permissions. The more bunkers, the more data and the more potential customer matches – which in theory leads to advertisers reaching who they want.

Brian Lesser, chairman and chief exec of InfoSum, said: “As an invaluable and longstanding partner, ITV and InfoSum are joined by a common vision for enabling secure data collaboration. ITV is an innovator that drives real change across the media landscape. Starting with its pioneering use of privacy-first data collaboration with Planet V and, more recently, retail media with the launch of the Matchmaker product alongside Tesco and Boots. With ITV’s additional investment, we are thrilled to further solidify our close partnership and all that is to come.”

Rhys Mclachlan, ITV director of advanced advertising, said: “Our Datamatch product has been developing nicely and in 2023, will be moving out of Adlabs, our innovation space and instead become a scaled ‘always-on’ feature of our addressable offering.

“In addition, Matchmaker, our InfoSum-facilitated retail media product announced last Autumn, is already over-subscribed for our pilot phase with more than 10 brands looking to work with us on the prototype. InfoSum is a critical part of ITV Commercial’s innovation and addressable proposition and an increased stake in the business ensures that we’re securing our own futures.”

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