The partnership will see InfoSum’s data clean room technology used to connect clients’ first-party data with Choreograph’s AmeriLINK database.

The agreement will allow GroupM’s clients in the US to evaluate and develop customer audiences, collaborate with media and technology partners’ proprietary data assets, optimise media strategies and activate media.

Choreograph’s AmeriLINK database features information about consumers and households, including demographic, psychographic, health and wellbeing, life events, transactional attitudinal and financial indicators.

Lauren Wetzel, chief executive officer at InfoSum, said: “InfoSum is proud to partner with Choreograph to help GroupM’s clients realise the value of their first-party data as they navigate the fast-changing advertising landscape.

“Secure, future-proofed environments where media owners and advertisers can build out relevant audiences, optimise and activate their campaigns, and provide a foundation for world-leading ad experiences.”

Choreograph chief executive officer Evan Hanlon said: “In a world of changing standards, we’re creating an edge for our clients through data connectivity, seamless partner collaboration, and strategies rooted in first-party data.

“GroupM and InfoSum have a long record of partnering to make client campaigns more effective, more personal, and more private. As Choreograph, we’re thrilled to be deepening that partnership and applying our shared commitment to privacy and the intentional use of data to the work we do with our advertiser and publishing partners.”