The agreement will see clients be able to produce in-platform advertising for FACEIT, while also maintaining control over first-party data and without risking data leakage or data sharing.

InfoSum is a collaboration platform and data clean room, and aims to allow companies to deliver better customer experiences while prioritising customer privacy. The firm is based in the US, UK, Europe and Australia and New Zealand.

FACEIT is a competitive platform for online multiplayer games, with more than 26 million users worldwide.

Nick Henthorn, senior director, sales at InfoSum, said: “Esports is a fascinating and rapidly growing industry with a ton of first-party data about a very unique target group.

“The FACEIT/InfoSum partnership is evidence of how industry best practices can be implemented from the start of the collaboration journey and paves the way for more brands and partners to properly protect users and avoid data exploitation in the gaming industry.”

Dunstan Rickard, advertising sales director at FACEIT, said: “We wanted a solution to the problem of the industry moving away from third-party cookies and data sharing and the changing ways advertisers can legitimately target users.

“This partnership with InfoSum provides an honest solution that maintains data integrity. Players can rest assured their data is as secure as ever, but enjoy the transformative benefits of a tailored, relevant user experience in an ever-growing esports environment – with targeted sponsorships, influencer marketing and video advertising – that doesn’t compromise on control for the player.”