Eyeota, a Dun & Bradstreet company specializing in global audience intelligence, has announced a new partnership with InfoSum, a WPP company and data collaboration platform. The agreement will give InfoSum customers access to Eyeota and Dun & Bradstreet audience taxonomies as well as the D&B ID Graph.

The collaboration is designed to help advertisers develop more accurate B2B and B2C audience segments while supporting campaign activation, analytics, measurement, and offline data enrichment in a privacy-conscious environment.

As marketers face increasing challenges around data fragmentation, reduced signals, and evolving privacy regulations, secure methods of bringing together audience and identity information have become increasingly important. The need is particularly relevant for B2B marketers, whose audiences often interact with brands in both professional and consumer environments.

Through the partnership, Dun & Bradstreet and Eyeota's B2B and B2C audience data can be used within InfoSum's privacy-focused infrastructure. This allows marketers to incorporate audience intelligence into planning, activation, and measurement workflows without directly transferring or exposing the underlying datasets.

The combined technology is intended to help advertisers identify relevant audiences, develop more informed targeting strategies, and evaluate campaign performance while maintaining controls around sensitive data.

Marc Fanelli, SVP of Global Digital Audiences & Operations at Dun & Bradstreet, said the partnership addresses the growing need for marketers to balance effective audience targeting with responsible data practices. He noted that the collaboration allows trusted audience and identity information to be used within a secure environment where privacy considerations are integrated into the process.

Using InfoSum's cross-cloud technology, advertisers can activate Eyeota and Dun & Bradstreet audience segments across programmatic advertising, social media, and other channels in markets around the world.

The partnership also brings audience planning, campaign activation, and measurement closer together, potentially reducing the complexity involved in managing data across different marketing processes.

Valerie Mercurio, Global Head of Data Enablement at WPP, emphasized the importance of trusted infrastructure in data collaboration. She said that combining Eyeota and Dun & Bradstreet's audience and identity resources with InfoSum's technology provides marketers with access to B2B and B2C intelligence while maintaining privacy safeguards.

About Eyeota

Eyeota, a Dun & Bradstreet company, provides global audience solutions for brands, agencies, data owners, and publishers. Its services support audience insights, personalization, and omnichannel targeting while helping organizations connect and activate data assets across digital environments.

Founded in 2010 and acquired by Dun & Bradstreet in 2021, Eyeota operates across Europe, Asia, Australia, and the Americas. The company supports digital data applications in more than 180 countries, combining audience technology, identity solutions, and data interoperability.