Boots data deal stays private

Health and beauty retailer Boots is using a new data collaboration platform to target audiences across media partners in a privacy-safe way

InfoSum’s ‘non-movement of data’ technology is empowering Boots to collaborate directly with broadcast video-on-demand and audio platforms, including Channel 4, ITV and Global. This enables Boots to utilise first-party customer data to build highly-tailored audiences, reaching its customers with the right message, at the right time.

With the launch of the Boots Media Group (BMG), brands have the opportunity to tap into audiences across the Boots app, website and in-store as well as access to 14 million active Advantage Card members.

The opportunity for InfoSum and BMG is to offer additional scale and reach to brands to deliver campaigns across the media partners in the InfoSum ecosystem.

Peter Markey, CMO at Boots, said: “We are thrilled that with InfoSum we have found a solution that puts data privacy first and enables us to collaborate with brands, offering them our unparalleled insight into our customers’ needs and shopping habits without actually having to share that data.”