InfoSum

Datafly Signal delivers hashed first-party identifiers to InfoSum, the privacy-first data clean room platform from WPP. Once your data is in an InfoSum dataset, you can collaborate with advertisers, publishers, and other partners using deterministic identity matching — without raw PII ever leaving your environment.

Why route InfoSum through Datafly Signal

• Delivery happens server-to-server. Signal sends events to InfoSum from your own infrastructure rather than from the visitor’s browser, so delivery does not depend on client-side conditions.
• Email, phone number, first name, last name, date of birth and postcode are hashed before leaving your infrastructure. Signal normalises (trim and lowercase) and applies SHA-256 inside your own deployment, so InfoSum receives match keys rather than raw personal data.
• Presets for General, Automotive, E-commerce and Insurance. The mapping starts from a working configuration for your vertical instead of a blank field map.
• One consent decision governs every destination. InfoSum is gated by the same consent state as the rest of your stack, so a withdrawal applies everywhere at once.

What InfoSum does

InfoSum’s core idea is a decentralised Bunker model: every party (you, the advertiser, the publisher) keeps their own data in their own InfoSum-managed environment. To collaborate, parties run matched analyses against each other’s bunkers using Private Set Intersection (PSI) — the platform computes overlaps and aggregates without anyone seeing the other side’s raw rows.

Common use cases:

• Audience overlap analysis with media partners
• Closed-loop measurement (campaign exposure ↔ outcomes)
• Audience activation to walled-garden ad platforms via InfoSum destinations (The Trade Desk, Amazon Data Manager, Google, etc.)
• Insight generation across first-party datasets

Prerequisites

Configure in Signal

Configuration fields

Files are written as <prefix>/yyyy=YYYY/mm=MM/dd=DD/hh=HH/<message_id>.csv (or .parquet).

Identity signals

Every row carries the identity columns; the preset adds event columns.

Visitors with no user ID, email or phone are dropped. Pre-hashed keys match only if your collaborator normalises and hashes the same way. InfoSum’s Global Schema expects phone, postcode and date of birth raw (and hashes them itself during normalisation in your Bunker); hashed, they can only be used as custom keys agreed with the collaborator.

How to send user data

Call datafly.identify() when a user logs in, registers or submits a form:

datafly.identify("user-123", {
  email: "jane.doe@example.com",
  phone: "+44 7700 900123",
  first_name: "Jane",
  last_name: "Doe",
  postcode: "SW1A 1AA"
});

Stored event context

Alongside the fields your blueprint maps (where email, phone, names and address are stored as normalised SHA-256 by default), each file row carries the event’s collected context exactly as Signal received it. The blueprint does not filter or hash the context: this is deliberate (decision 2026-09-23), so the context is complete for attribution, fraud and debugging queries, and it is listed here so you can decide what to keep.

In each NDJSON line these are the context object, with anonymous_id, user_id, device_id, message_id, event_id, click_ids and collected_ids beside the mapped properties. In CSV and Parquet with the canonical schema they are the ip_address, user_agent, page_url, page_path and page_referrer columns and, in full, the context_json column. In blueprint schema mode only the columns you declare are written.

The IP address, device and advertising IDs, and cookie and click identifiers are personal data under UK and EU GDPR. To keep any of them out of storage, strip, mask or hash the field for every integration with the organisation data layer, apply URL redaction to page URLs, or remove it in the installed blueprint; and set the storage’s retention to match your privacy notice. See Personal data by integration.

Consent

InfoSum data should be sent under the marketing or advertising consent category, depending on your downstream use cases. Visitors who have not granted the required consent are filtered out by Signal before any record reaches your InfoSum Bunker.

For regulated regions, InfoSum supports per-record consent attributes in the dataset schema — Signal includes the visitor’s CMP consent state on every record so consent enforcement can be applied at activation time.

Troubleshooting

Resources

• InfoSum platform overview
• Data formatting for normalisation

See also

• LiveRamp — alternative identity / data collaboration
• Amperity — CDP with identity resolution
• Zeotap — CDP with identity-graph capabilities