Audience verification ensures that a campaign reached its intended audience by analyzing the overlap between a target audience dataset and the exposure data provided by the media owner. InfoSum supports measurement by enabling secure, privacy-safe analysis of first-party data from both brands and media owners, combined with selected second- and third-party datasets to generate custom audience insights. Its query engine helps uncover how different audiences were reached and how they responded. InfoSum is also used for incrementality measurement, a technique that measures the lift or change in outcomes caused by advertising compared to a baseline. This involves splitting the target audience into an exposed group that sees the ad and a control group that does not, then comparing results to un

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