Private Path is an additional InfoSum feature that’s enabled via Infosum’s standard platform. It allows two or more companies the flexibility and speed to send and receive data without ever combining, exposing, or compromising their customer’s personally identifiable information. By leveraging InfoSum’s privacy-enhancing technology, all customer keys are replaced with private, non-reversible, point-in-time synthetic IDs for the secure exchange of enriched intelligence.
The two main use cases Private Path supports are Measurement and Enrichment.
The ability for two or more parties, for example Brands and Publishers, to connect sales, conversion, and impression data to a 3rd party measurement provider’s ID space without sharing PII or identifying keys between any party.
Enrichment for Measurement is the same process as the demographic append. However, due to the use case it tends to require a different type of data, and it might be more project-specific. While InfoSum can provide basic measurement reporting, Private Path allows our clients to leverage the services of external or third-party measurement companies that specialize in certain types of reporting, modeling, or insights. Often these platforms are based on anonymous or digital identifiers. Examples, include CPG, Pharma, Brand Survey, and linear TV reporting that require more sophisticated analytical capabilities such as file balancing, extrapolation of panel-based data, fractionalization, mixed media modeling, and multi-touch attribution
The ability for one party to enrich their own IDs with attributes from another party without sharing or exposing sensitive data, strategy, or PII. Brands, agencies, publishers, measurement providers, and other companies will continue to look to leverage third-party data assets within their own CRMs, CDPs, or data warehouses. While enrichment of existing customer/consumer data is the most common purpose, companies may also look to receive information, in an anonymized fashion, on the larger population. This data is used for first-party segmentation, analytics, and/or to define potential prospecting audiences.
For more information about the above mentioned use cases, please refer to these videos:
- Private Path for measurement video
- Private Path for measurement with ID bridge video
- Private Path for enrichment video
As further detailed below, Private Path is a managed service offering, therefore querying and exporting the output is done by InfoSum. The export destination is determined by the partners, and can be either an SFTP, an S3 bucket or a GC bucket. Querying the exported output is done by the client in any platform of their choice.
How is Private Path different from the traditional platform
As mentioned above, Private Path is an added feature to the platform. Therefore the same technology and privacy controls are leveraged. The additional value that Private Path creates is in the patented technology: secure, non-reversible, point-in-time synthetic ID generation is assigned per each collaboration. Unlike the traditional platform, Private Path is offered as a managed service, therefore after data is uploaded to the platform in the traditional way, each partner permissions their bunker to InfoSum; InfoSum then generates the synthetic IDs and exports the joined files to a destination of the client’s choice, with the synthetic IDs being exported as the joining key.
The enrichment and measurement then happen outside of the platform, with the exported InfoSum files being an input for these types of analysis. As mentioned above, the analysis can be done by any analytics tool.
Private Path Workflow
The current Workflow of Private Path is as follows:
- Clients initiate the process by either creating two new bunkers or utilizing existing ones.
- Identical datasets are uploaded to both bunkers.
- Clients grant permission to the InfoSum Solutions Team for both bunkers, and when permissioning the activation bunker, they input the agreed-upon destination credentials.
- The Solutions Team proceeds to generate a mutual collaboration ID and conducts queries on behalf of the clients. The resulting output comprises a list of users shared among all parties, including synthetic IDs and, in some instances, accompanying attributes.
- The partner with the agreed-upon location can subsequently merge the files based on these mutual synthetic IDs.
For more information please review this support article Private Path - How-to guide for Sigma managed service on the steps involved in executing a Private Path collaboration