The partnership will allow both companies to offer clients access to identity and media buying tools through InfoSum’s decentralised customer data system and Amobee’s cross-screen, programmatic and broadcaster-centric advertising platform.

Amobee helps clients to unify audiences across linear television, connected television and digital, including social media, and is a subsidiary of the communications technology business Singtel.

InfoSum connects customer records between and among companies without sharing data. The company raised $15.1m in Series A investment funding last year.

Maria Flores-Portillo, general manager of Europe, Middle East and Africa at Amobee, said: “We believe the decentralisation of data will play a key role in the future of identity.”

Richard Foster, chief revenue officer at InfoSum, said: “As identity becomes increasingly disparate, an agnostic approach to identity is needed to engage consumers wherever they are, across whatever content they are consuming.”