Publicis partners with Decentriq for confidential data to support AI – PRWeek
The deal is intended to create better measurement and audience integration, without compromising privacy.
Added 55 minutes ago
PARIS: Publicis Groupe has teamed up with confidential data collaboration platform Decentriq to develop privacy-first artificial intelligence and data within AI, marketing and media.
Publicis and Decentriq will create a template for collaborative technology with a zero-copy view of data, which means no movement or duplication of it, allowing Publicis to collaborate on sensitive first-party information without relinquishing control or exposing raw data.
Decentriq’s purpose is to ensure that data is encrypted at all times, enabling secure analytics and activation without data leakage. The infrastructure is designed to support continuous learning and experimentation, allowing teams to explore AI-powered approaches to insight generation, measurement and decision-making as technologies evolve and can adapt to emerging AI use cases over time.
In addition to secure data, Publicis will benefit from the Decentriq Partner Network, an ecosystem of advertisers, publishers, technology partners and data sources.
The French agency group previously worked with Decentriq on individual multinational clients, typically between a client and a publisher or retailer for the purposes of measurement.
Publicis’ partnership with Decentriq will operate alongside its identity capability Epsilon, which enables marketers to identify customers with person-based insights and will remain at the heart of Publicis’ data strategy.
“AI innovation only works when it is built on trusted foundations,” said Scott Hagedorn, chief solutions architect at Publicis Groupe. “This partnership supports our ambition to enable advanced analytics and AI-driven intelligence in a way that is secure, neutral and aligned with the expectations of clients, partners and regulators.”
As part of the early stages of the partnership, Publicis has been building agents to run on top of the collaborative data networks, for building insights, coming up with audience definitions and measurement, seeking to link an ID to media and providing more visibility to outcomes in marketing.
“Responsible AI requires collaboration without compromise,” said Maximilian Groth, chief executive and cofounder of Decentriq. “Our platform is built to enable organizations to unlock the value of their data for advanced analytics and AI while preserving privacy, control, and neutrality.”
Publicis’ primary PR network is MSL.
This story first appeared on Campaign UK.
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