Information protection and information personal privacy have actually gone from specific niche issues to traditional issues in the last several years, thanks to brand-new regulations and a waterfall of expensive breaches that have actually laid bare the problems that develop when details and information security are dealt with haphazardly.

That swing has also thrown up an entire series of concerns for organisations and company functions that depend on sharing and exchanging information in order to work. Today, a start-up that has constructed a brand-new method of exchanging data while still keeping privacy in mind– beginning first by applying the principle to the “marketing commercial complex”– is revealing a round of funding as it continues to pick up momentum.

InfoSum, a London startup that has developed a method for companies to share their information with each other without passing it on to each other– by method of a federated, decentralized architecture that uses mathematical representations to arrange, “read” and query the information– is today announcing that it has actually raised $15.1 million.

Data might be the new oil, but according to creator and CEO Nick Halstead, that simply means “it’s sticky and gets all over the location.” That is to state, InfoSum is looking for a new way to use information that is less messy, and less prone to leakage, and ultimately devaluation.

The Series A is being co-led by Upfront Ventures and IA Ventures. A number of strategics utilizing InfoSum– Ascential, Akamai, Experian, British broadcaster ITV and AT&T’s Xandr– are likewise participating in the round. The startup has raised $23 million to date.

Nicholas Halstead, the founder and CEO who formerly had founded and led another big data company, DataSift (the startup that got early popularity as a middleman for Twitter’s firehose of data, until Twitter called time on that relationship to press its own organisation strategy), stated in an interview that the strategy is to use the financing to continue sustaining its growth, with a specific concentrate on the United States market.

To that end, Brian Lesser– the founder and former CEO of Xandr (AT&T’s adtech business that is now a part of AT&T’s WarnerMedia), and previous to that the North American CEO of GroupM– is signing up with the business as executive chairman. Lesser had actually initially led Xandr’s financial investment into InfoSum and had formerly been on the board of the start-up.

InfoSum got its start a number of years ago as CognitiveLogic, established at a time when Halstead was first starting to get his head around the issues that were ending up being increasingly immediate in how information was being utilized by companies, and how more recent info architecture models utilizing data warehousing and cloud computing could assist resolve that.

“I saw the opportunity for data collaboration in a more private way, assisting allow business to work together when it concerned consumer information,” he said. This ultimately led to the company releasing its first product 2 years back.

In the interim, and since then, that trend, he kept in mind, has just gained momentum, spurred by the increase of companies like Snowflake that have actually interrupted the world of data warehousing, cookies have started to progressively go out of style (and some think will disappear completely with time), and the principle of federated architecture has become far more ubiquitous, used to identity management and other locations.

All of this indicates that InfoSum’s option today may be focused on martech, but it is something that affects a variety of industries. Undoubtedly, the decision to concentrate on marketing technology, he stated, was partly since that is the industry that Halstead worked most closely with at DataSift, although the plan is to broaden to other verticals also.

“We have actually done a great deal of work to alter the marketing commercial complex,” said Lesser, “however its bigger uses cases remain in areas like finance and healthcare.”

Article curated by RJ Shara from Source. RJ Shara is a Bay Area Radio Host (Radio Jockey) who talks about the startup ecosystem – entrepreneurs, investments, policies and more on her show The Silicon Dreams. The show streams on Radio Zindagi 1170AM on Mondays from 3.30 PM to 4 PM.