Infutor Takes On Programmatic And Privacy

Infutor, which focuses on serving brands in the United States, is finding new ways to keep brands in touch with their customers while remaining compliant to privacy regulations where it does business.

Developers have spent a couple of months in beta with a handful of undisclosed clients to test its TruthSet Digital Device Graph and Digital Suite, which focuses on solving challenges facing the programmatic market such as targeting and privacy.

The suite consists of Digital Onboarding, Digital Crosswalk and Digital Personalization, all powered by the company’s TruthSet Digital Device Graph.

The graph is based on linking Infutor’s one billion privacy-compliant email identities with 320 million digital devices and 2.3 billion privacy-compliant mobile ad ID and hashed email pairs with its Identity Graph.

Infutor, which historically has focused on deterministic offline data, spent years working with online data and then building a portal to comply with the California Consumer Privacy Act (CCPA) that will launch by the end of 2019.



This portal, which is available to consumers, aims to help them understand and see the information collected about them and provides an opportunity to opt out.  

Infutor’s digital device graph is linked to its PI graph, which restricts companies that might buy the data from gaining direct access and linking the information to specific individuals' devices.

“In some cases the brands tell their consumers the names of the companies they get data from,” said John Barnes, CTO at Infutor.

Infutor’s Digital Solutions link privacy-compliant digital identities with offline attributes for marketing applications including crosswalk, onboarding, segmentation, and personalization strategies.

In one of the more interesting offers, Infutor supports programmatic media buying with something VP of Products Brian Burke calls a digital crosswalk, mostly used by brands that buy their own programmatic media. It ties additional emails to mobile devices ad IDs to expand the reach when targeting advertisements and content, and links multiple devices back to a person or household.

The company is also branching out into new areas related to privacy such as hosting customer data to make sure changes occur when someone moves or changes their phone number, enabling brands and businesses to stay in touch with their customers.

“We do it today for a handful of customers, but would like to make it a broader product offering,” Burke said.  


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