InfoSum, a WPP company and a global leader in privacy-first data collaboration, has introduced Beacons, a groundbreaking advancement in its core infrastructure designed to transform how organizations unlock the value of their data across clouds. The new Beacons technology enables companies to collaborate securely and efficiently within their own cloud environments, marking a major step forward in the evolution from identity-based marketing to AI-led intelligence and growth.
As data collaboration gains momentum, enterprises increasingly need solutions that deliver speed, scale, and simplicity without compromising privacy or control. InfoSum’s Beacons directly address this challenge by providing organizations with a highly secure and flexible environment where they can work with their data in place, without movement or duplication. Disney will be among the first to leverage Beacons for large-scale, cross-cloud data collaboration initiatives.
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Beacons introduce a new standard for interoperability and intelligence. They enable organizations to analyze and collaborate on data without ever transferring or centralizing it, ensuring maximum governance and security. Using vector-based matching, Beacons move beyond identity data to uncover deeper behavioral and contextual insights. This approach not only improves match accuracy but also adapts to changes in real time, empowering businesses to make smarter decisions faster.
Lauren Wetzel, CEO of InfoSum, emphasized the transformative nature of this launch, stating, “The market has been asking for true interoperable data collaboration without movement, and Beacons deliver exactly that. Unlike existing solutions that force data sharing and compromise control, security, and privacy, Beacons represent a fundamental shift. They light the way from identity-based marketing to intelligence-led growth while prioritizing control and privacy.”
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Brian Lesser, CEO of WPP Media, highlighted how this innovation enhances marketing intelligence across the WPP ecosystem. “Beacons will make it easier than ever for marketers to fully benefit from AI-led data solutions. By integrating Beacons into WPP Open, we’re able to give our clients seamless and secure environments in which to train custom Open Intelligence models, keeping them in control of their data while fuelling smarter marketing decisions with new, predictive intelligence.”
Industry leaders are already recognizing the impact of InfoSum’s innovation. Dana McGraw, SVP of Data and Measurement Science at Disney, noted, “Our continued work with InfoSum builds on that foundation and will expand what’s possible for advertisers.” Joe Carroll of AWS added that Beacons, built on AWS Nitro Enclaves, deliver “greater interoperability, scale, and security,” while Doruk Aytulu from Google Cloud called it “a leap forward in secure, cross-cloud data collaboration.”
By enabling organizations to work collaboratively across AWS, Google Cloud, and Microsoft Azure, Beacons effectively eliminate platform fragmentation. With the ability to handle expanded data formats such as images, videos, and text, Beacons set a new benchmark for AI-ready, privacy-preserving data collaboration that empowers enterprises to unlock intelligence without ever losing control of their data.
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