• by Joe Mandese  @mp_joemandese, May 17, 2021

Omnicom Media Group's data and analytics division Annalect has struck a deal with InfoSum, the startup being run by former Xandr and GroupM exec Brian Lesser, to help expand its “first-party” data management.

The deal enables Omnicom clients to connect their own first-party data from consumers -- often obtained through loyalty programs, list sign-ups, and direct contact with customers -- to a wide variety of data sources to enhance their attributes and extend their reach via “lookalike” targeting and various data integrations.

As part of the deal, InfoSum’s data and capabilities will be integrated directly into Omnicom’s “Omni” data platform.

“Our integration with Omni means that sensitive customer data need not move between databases in order to be enriched and activated in an increasingly complex advertising ecosystem,” InfoSum’s Lesser said in a statement explaining the “clean room” nature of the integration.

Lesser, who had been an early backer of InfoSum even while he was developing industry solutions at Xandr, joined the company in an operational role as its CEO late last year.