As the third-party cookie’s imminent demise sparks new ideas, data firms InfoSum and Throtle have teamed up in hopes of selling marketers on a way to use first-party data to target consumers while keeping information private.
“The partnership allows us both to compete aggressively against other providers, but in a much more deterministic and highly accurate atmosphere within the InfoSum platform,” Throtle CEO Paul Chachko told Adweek.
The deal could present a challenge for data onboarding leader LiveRamp, which has gained an early edge among ad-tech firms adapting to a post-cookie world.
While LiveRamp has advanced a centralized approach to managing first-party data, the Throtle-InfoSum offering promises decentralization.
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