InfoSum CEO Lauren Wetzel on privacy, performance and the myth of data clean rooms

When we spoke, Lauren Wetzel was already on a mission to rewire the adtech ecosystem, challenge privacy-washing and arm marketers with tools to harvest deep consumer insights from their first-party data without compromising trust.

Now, with InfoSum joining WPP and GroupM, the stakes – and the scale – have shifted dramatically. But the mission hasn’t changed.

"We’ve always believed there’s a better way," Wetzel told Marketing-Interactive on a recent trip to Australia prior to the WPP acquisition. "One where you never move data, you never lose control and yet, you still unlock real insight and performance."

It’s something of a passion for Wetzel, who pulls no punches about how the industry she operates in behaves when it comes to managing customer data.

I see this industry get away with really sloppy stuff all the time, and it's like, let's just turn the page.

Lauren Wetzel

“If we're going to innovate past using cookies and innovate past sharing data and innovate to say that there's tech that allows for data collaboration.”

It’s also true of the vague term that is getting thrown around a lot among data-hungry marketers: data clean room.

"That's a rubbish name,” she says. “It implies a room – but where's the room? Where's the data going?  That's why you won’t hear me say, 'data clean rooms.' It's data collaboration.”

InfoSum's platform, she says, is built on privacy-enhancing technologies (PETs), including federated learning, which allows multiple parties to analyse data collectively without moving or copying it. “We’re powering private data networks, not storing information in some central location,” she says.

“Data collaboration reflects the intent and the technology more accurately. You and your worst enemy could collaborate using this tech, because you both retain control. That’s what makes it powerful."

Wetzel warns against the rise of privacy washing, a growing trend among legacy tech vendors who rebrand as privacy-centric without changing underlying behaviours.

“You’ll hear people say they’re ‘privacy safe’ while still sharing, copying or storing data in ways consumers would never expect. We need to read the fine print. It’s not about being technical, it’s about knowing if your data is being moved, if you’re still in control.”

Much of the adtech industry is still catching up to the idea that privacy and performance are not mutually exclusive. Wetzel argues that InfoSum’s technology is not just safer, but faster and more effective than traditional methods of data onboarding, matching and campaign execution.

"We had a global QSR client run three campaigns with three separate media owners within 24 hours of onboarding. That would normally take weeks, if not longer," she said.

The platform's low-code, drag-and-drop interface was built for marketers, not engineers. “You don’t need a data science team. You need permissioned access and a clear goal.”

And the speed, she says, is not just a nice-to-have. “Marketers are under pressure. If you can’t prove ROI fast, your budget gets cut. This tech gives them speed, control, and performance - and that’s a rare combo.”

Retail media: Where the action is

Retailers have become critical adopters of privacy-preserving adtech. Loyalty programs and point-of-sale systems generate rich first-party data, and InfoSum enables them to monetise it without ever losing control.

"Retailers are reading the fine print. They're asking what happens to their data and what controls are in place. And they should. That’s why they’ve been some of our best clients," Wetzel said.

She cites performance improvements such as 3x greater ROI, 2x higher CPMs for publishers, and over 20% decreases in CPC and CPA. “This isn’t theory, it’s happening now.”

Retailers also care deeply about brand trust. “They’re not going to chance becoming the headline of a privacy breach story. That pressure is real and it’s driving smarter tech adoption.”

Wetzel’s journey to InfoSum began at AT&T, where she helped to establish its global programmatic advertising marketplace, Xandr. The experience of working with high-value telco and media data - and seeing how slowly and riskily it moved through legacy systems - was a catalyst.

"It was expensive. It made compliance teams nervous. It was inefficient. And it was normal," she said. "I started looking for a better way."

Xandr grew into a US$3 billion ad business and was later sold to Microsoft in December 2021. But the pain points lingered.

That search led her to technologies like federated learning and PETs. "The idea that you could get insights without handing over your data was a game-changer."

Why APAC is an engine for growth

Since entering Australia and New Zealand, InfoSum has gained momentum with local clients and expanded its APAC presence. Wetzel credits a "real appetite" for privacy-safe innovation in the region.

There’s a spirit of collaboration here. People actually care about getting privacy right - not just paying lip service,” she said

Lauren Wetzel

The company has started hiring across the region and is actively expanding into markets like Singapore. “The early adopters here are seeing performance. That’s what drives the next wave.”

She also points to a practical difference in mindset: “In APAC, clients ask sharper questions. They want to know how the tech works, how fast it runs, and what protections are in place. And they don’t just take your word for it.”

A moment of acceleration

Soon after our conversation, WPP announced it was acquiring InfoSum, bringing its data collaboration platform into the heart of GroupM. Wetzel, who remains CEO, also takes on a broader role as chief solutions officer for GroupM.

In a post shared on LinkedIn, she wrote: “We have had a clear focus: to prove that our industry can prioritise privacy and do better by consumers, while continuing to deliver effective advertising... make no mistake, this is just the start.”