.jpg)
InfoSum, a WPP company, has launched Beacons, a next-generation product designed to revolutionize secure data collaboration across major cloud platforms. This reimagined infrastructure deploys directly into customer environments on Amazon Web Services (AWS), Google Cloud, and Microsoft Azure, enabling companies to maximize the value of their first-party data for AI-led growth without the risks of data movement.
Quick Intel
InfoSum introduces Beacons, a new AI-ready technology for cross-cloud data collaboration.
It deploys directly within a customer's own cloud environment on AWS, Google Cloud, or Azure.
The core principle is secure collaboration without moving or copying the original data.
Beacons use vector-based matching to unlock richer insights beyond traditional identity methods.
It enables real-time collaboration at scale across multiple partners and data formats.
Early adopters include Disney, and it will be integrated into WPP's Open ecosystem.
As marketing shifts from identity-based strategies to intelligence-led growth, current data collaboration solutions often fall short. Many require risky data movement, leading to complexity and security concerns. Beacons address this by allowing data owners to collaborate without ever moving, copying, or centralizing their raw data. This ensures complete control, governance, and privacy protection while working with partners across any cloud or region.
Beacons are built with four core capabilities that transform how enterprises collaborate on data. They facilitate collaboration without compromise by eliminating the need for risky data transfers. The technology is AI-ready, using vector-based matching to achieve higher match rates and unlock insights from diverse data types like images and text, all without exposing raw data. Furthermore, Beacons enable real-time collaboration at scale, providing continuous insights instead of delayed batch reports. Finally, the platform is built for every cloud and format, integrating seamlessly into existing tech stacks via powerful APIs and intuitive interfaces that require no specialized skills.
By unlocking cross-cloud collaboration, Beacons directly tackle industry platform fragmentation. This interoperability, supported by all major cloud providers, allows for faster, smarter, and safer partnerships. Lauren Wetzel, CEO at InfoSum, stated, "The market has been asking for true interoperable data collaboration without movement, and Beacons deliver exactly that. Unlike existing solutions that force data sharing and compromise control, security, and privacy, Beacons represent a fundamental shift. They light the way from identity-based marketing to intelligence-led growth while prioritizing control and privacy."
Brian Lesser, CEO at WPP Media, added, “Beacons will make it easier than ever for marketers to fully benefit from AI-led data solutions. By integrating Beacons into WPP Open, we’re able to give our clients seamless and secure environments in which to train custom Open Intelligence models, keeping them in control of their data while fuelling smarter marketing decisions with new, predictive intelligence.” Disney has also been confirmed as one of the first organizations to leverage this new technology for its advertising collaborations.
The introduction of Beacons marks a significant step forward in secure, decentralized data collaboration. It empowers organizations to fully leverage their first-party data for advanced AI and modeling, ensuring privacy and control are paramount while driving more intelligent marketing decisions and predictive insights.
About InfoSum
InfoSum is WPP's privacy-first data collaboration technology, trusted by global businesses to unlock the full potential of their first-party data without risk. Its patented, cross-cloud, decentralized technology leverages advanced Privacy-Enhancing Technologies (PETs) to radically transform how companies generate audience intelligence and drive better customer experiences. By enabling the connection of data sources across the marketing ecosystem without requiring data movement or exposure, InfoSum delivers the most secure, connected, and accessible data collaboration network in the world. As the foundational infrastructure underpinning WPP’s Open ecosystem, InfoSum powers trusted data collaboration across every cloud, client, and capability.
About WPP Media
WPP Media is WPP’s global media collective. In a world where media is everywhere and in everything, we bring the best platform, people, and partners together to create limitless opportunities for growth.
TechIntelPro empowers B2B technology decision-makers with the latest industry trends, deep insights, leadership perspectives and actionable intelligence to drive both organizational and professional milestones—and thrive on the tech pulse.