InfoSum has announced a new suite of integrations with Amazon Ads, aimed at helping advertisers securely use their own customer data across Amazon DSP (ADSP) and Amazon Marketing Cloud (AMC).
The tools are designed to improve campaign targeting, reporting, and budget optimisation, while keeping all personal data protected through InfoSum’s decentralised architecture.
Easy first party activation
Announced today, the integration leverages InfoSum’s decentralised data collaboration technology, enabling advertisers to push insights directly into Amazon Ads without exposing or transferring raw data.
This allows for functions such as audience enrichment, suppression, and retargeting to be executed across Amazon’s ecosystem, which includes Prime Video, Twitch, and Fire TV.
Advanced measurement tools
The integration also opens up enhanced measurement capabilities. Marketers can analyse campaign performance through AMC, using metrics like customer acquisition cost, lifetime value, and in-store impact.
More advanced tools, such as Multi-Touch Attribution (MTA) and Media Mix Modelling (MMM), are also supported, giving advertisers a detailed view of digital and offline effectiveness.
Built with privacy in mind
Valerie Mercurio, Vice President of Business Development at InfoSum, said the new tools address growing demands for secure, data-driven media buying.
“In 2025, it’s imperative that the media industry prioritises privacy,” Mercurio said. “Our new integration with Amazon Ads makes it easier for advertisers to activate their customer insights in a privacy-first manner while benefiting from Amazon’s rich audience insights.”
InfoSum’s platform is part of WPP’s portfolio and uses Privacy-Enhancing Technologies (PETs) to connect data sets without centralising them, aiming to make secure data collaboration easier for brands and agencies.