The partnership will make the broadcaster’s 30 million ITV Hub subscribers available as target audiences.

It is part of ITV’s plans to launch an addressable advertising platform, Planet V, later in the year.

InfoSum uses an operating infrastructure that will allow brands to build audiences combining ITV’s first-party data with their own data, and activate without requiring personal data to be shared.

Kelly Williams, managing director, commercial at ITV, said: “The application of data sets for customer segmentation, advanced media targeting and effectiveness analysis are critical processes for ITV as a broadcaster, for our Planet V programmatic offering and for developing deeper strategic relationships with our advertiser partners.”

Nick Halstead, chief executive and founder at InfoSum, said the deal will allow brands to “match their customer data against ITV’s 30 million logged-in users, build custom audiences and activate across the ITV Hub universe”.