Marketers are shifting away from outdated data practices and embracing privacy-first strategies. In this episode of The Marketing Rapport, host Tim Finnigan sits down with Lauren Wetzel, CEO and Board Director at InfoSum, to explore the evolving landscape of data collaboration, privacy-enhancing technology, and first-party data strategies. Lauren explains why brands no longer trust third-party data exchanges and how decentralized collaboration can protect consumer privacy while maintaining marketing performance.
The conversation dives into the role of privacy-enhancing technologies (PETs) and the limitations of traditional data clean rooms, which often fail to deliver true privacy protection. Lauren breaks down how businesses can securely collaborate on data without sacrificing control, speed, or efficiency. She also highlights real-world examples where privacy-first solutions have driven measurable success.
They also tackle AI’s impact on data privacy, the growing responsibilities of modern marketers, and how regulatory shifts in the U.S. and abroad are influencing strategies. Plus, Lauren shares insights on innovation in the space—including InfoSum’s Contractless Collaboration, a game-changing approach to streamlining partnerships.
The Importance of Decentralized Data Collaboration
[00:06:00]
Lauren Wetzel emphasizes the shift toward decentralized data collaboration as a way to protect consumer privacy while enabling businesses to work together effectively. Traditional marketing approaches relied on centralized data exchanges, which often required brands to hand over valuable first-party data to third-party vendors, increasing privacy risks. She explains how modern privacy-enhancing technologies (PETs) allow companies to collaborate without losing control of their data, providing both privacy and performance. This shift is especially crucial as regulations tighten and consumers become more aware of data privacy issues.
“What keeps me up at night is that while there’s technology that allows every data owner to keep control of their data—and we kind of call it decentralized data collaboration—that’s a new way of working where privacy and performance are no longer tradeoffs. I get very concerned that we’re not moving fast enough away from the legacy way of working.”
Rethinking Data Clean Rooms: What Marketers Get Wrong
[00:09:00]
The term “data clean rooms” is widely used in marketing, but Lauren Wetzel challenges its common interpretation. She explains that while clean rooms are meant to be privacy-protecting environments, many solutions on the market still require brands to trust external vendors with their data—essentially replicating older, riskier practices. She stresses that true data clean rooms must be built with privacy by design and leverage PETs to ensure that data is never centralized or exposed. Lauren also distinguishes InfoSum’s approach, which allows businesses to analyze and collaborate on data while keeping it decentralized and secure.
“A data clean room has to have privacy by default. Meaning it’s a technology that always was built with privacy in mind. You can’t just layer on privacy as a feature. It has to be neutral. So you’re not also selling data. You’re not also a data marketplace. You’re not also selling infrastructure data storage.”
How AI is Changing Data Privacy Conversations
[00:14:00]
AI is reshaping data privacy, and marketers must be proactive in protecting consumer information. Lauren warns that the advertising industry has a history of mishandling data, leading to increased regulation and loss of consumer trust. As AI adoption grows, the industry must apply privacy-enhancing technologies to AI-driven data collaboration to prevent similar mistakes. She discusses the potential risks of AI models learning from unprotected consumer data, making privacy-first strategies more critical than ever. Lauren also shares how InfoSum is exploring AI-driven solutions that help brands analyze and activate data securely.
“Imagine the fear of putting more data—fuel for these models—and not protecting that data. Privacy-enhancing technology is going to play a critical role, and we are looking at different R&D projects to prove that. The industry needs to ensure AI is being used in ways that still respect consumer privacy.”
Speed, Efficiency, and the Future of Data Collaboration
[00:22:00]
Marketers are looking for faster, more efficient ways to collaborate on data. Lauren discusses how legacy data-sharing models slow down marketing efforts, often requiring months of legal and compliance reviews before campaigns can launch. InfoSum’s Contractless Collaboration solves this problem by integrating privacy protections into platform agreements upfront, eliminating bottlenecks. This approach has allowed brands to reduce time-to-collaboration by 156 days on average, making data partnerships more agile and cost-effective. She highlights how this shift is helping marketers move quickly while staying compliant in an era of increased data scrutiny.
“We launched something at the start of this year that’s been live in the UK, and will be live in the US soon. It’s called Contractless Collaboration. When you sign to our platform terms, it’s an integrated DSA, and it handles everything that would normally take months of legal back-and-forth. It’s about getting businesses ready to collaborate instantly.”
[00:06:00] Lauren Wetzel:“What keeps me up at night is that while there’s technology that allows every data owner to keep control of their data—and we kind of call it decentralized data collaboration—that’s a new way of working where privacy and performance are no longer tradeoffs. I get very concerned that we’re not moving fast enough away from the legacy way of working.”
[00:09:00] Lauren Wetzel: “A data clean room has to have privacy by default. Meaning it’s a technology that always was built with privacy in mind. You can’t just layer on privacy as a feature. It has to be neutral. So you’re not also selling data. You’re not also a data marketplace. You’re not also selling infrastructure data storage.”
[00:14:00] Lauren Wetzel: “Imagine the fear of putting more data—fuel for these models—and not protecting that data. Privacy-enhancing technology is going to play a critical role, and we are looking at different R&D projects to prove that. The industry needs to ensure AI is being used in ways that still respect consumer privacy.”
[00:22:00] Lauren Wetzel: “We launched something at the start of this year that’s been live in the UK, and will be live in the US soon. It’s called Contractless Collaboration. When you sign to our platform terms, it’s an integrated DSA, and it handles everything that would normally take months of legal back-and-forth. It’s about getting businesses ready to collaborate instantly.”
[00:17:00] Lauren Wetzel: “Marketers today need to be more technically savvy, legally aware, and financially strategic than ever before. As privacy laws tighten and ad budgets shrink, CMOs have to balance compliance, consumer trust, and performance—all while proving ROI on every marketing dollar spent.”
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