Platform Sigma will allow full-scale transformation, application and analysis of first-party data without sharing or movement.

The platform can sit on top of existing technology stacks, with InfoSum claiming the changes would increase interoperability within advertising and allow for faster marketing use cases including deep consumer insights, cross-channel activation and measurement, with end-to-end protection and security.

Platform Sigma includes a cloud ‘vault’ for transferring data, an integrated development framework that allows third parties to build web applications, and full application programming interface (API) access.

The platform also allows users to manage, prepare, process, query and activate first-party data, and includes a library of queries to assist planning, segmentation and measurement strategies.  

Brian Lesser, chairman and chief executive at InfoSum, said: “Platform Sigma represents the next stage in data collaboration, eliminating all barriers to entry for enterprise organisations to extract the full value from their first-party data.”