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Throtle and InfoSum Partner to Continually Advance Open Identity Ecosystem

Throtle, a leader in identity resolution and data onboarding, and InfoSum, the world’s leading identity infrastructure provider, announce a partnership that allows brands and marketers a seamless data collaboration solution to onboard, activate and optimize their first party data without compromising consumer privacy in the US domestic market.

Utilizing InfoSum’s privacy-by-design identity infrastructure, brands and marketers can now immediately access Throtle’s deterministic Identity Graph to match first-party customer data to mobile ad identifiers (MAIDs), connected TV IDs, IP addresses, cookies and cookie-less identifiers, all without having to share any data. Brands will be able to use this new privacy-first solution to onboard and activate cross device media campaigns, and to enrich their customer knowledge with demographic and propensity attributes.

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“This joint partnership provides brands and marketers the ultimate access to a robust data sharing infrastructure and the ability to leverage best in class identity.” states Paul Chachko, Throtle founder and CEO. “With the restrictions of walled gardens and other data providers who only operate in a closed environment, our partnership withInfoSum allows brands the opportunity to share and centralize their consumer data and obtain that true 360-customer understanding they are seeking.”

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By partnering with best-in-class identity providers like Throtle, InfoSum gives marketers and publishers a flexible alternative to Common IDs that function with walled-garden characteristics, and addressability without over dependence on any single party. Direct connections in a privacy-by-design platform maximize brand investment and publisher yield.

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Nicholas Halstead, InfoSum founder and CEO added “The future of identity is an open ecosystem, where brands and media owners are able to choose the identity type that offers the greatest match rate and reach. By partnering with Throtle, our clients will benefit from robust identity resolution capabilities, accessible in a decentralized open identity infrastructure.”

Jeremy Steinberg, Global Head of Ecosystem at MediaMath said of this future vision “As the third-party cookie fades, marketers need to understand how current identity technology works, so they can actively shape a new future that meets the needs of brands, publishers and consumers. The partnership between Throtle and InfoSum is closely aligned with the work MediaMath is putting forth through SOURCE to enable a future-proofed infrastructure that empowers buyers to work across a range of providers and identity types.”

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