As privacy regulations tighten and third-party cookies fade into the background, advertisers are rethinking how they manage and activate customer data.

WPP, one of the world’s largest advertising and communications groups, just made a bold move in that direction. The company announced its acquisition of InfoSum, a privacy-first data collaboration platform, signaling a larger shift in how brands approach consumer data: with more transparency, more consent, and much less reliance on traditional tracking methods.

But while WPP’s move speaks to enterprise-level needs, it also raises an important question for marketers of all sizes:

How do you collect customer data in a way that’s both effective and privacy-compliant?

Let’s explore what this acquisition means—and why tools like Flowcode are helping more brands build trust while collecting high-quality, first-party data.

A quick recap: What is InfoSum and why did WPP acquire it?

As reported by Ad Age, WPP has acquired InfoSum to strengthen its data capabilities, especially in the area of privacy-enhancing technologies (PETs), like clean rooms. These tools allow companies to collaborate and analyze data sets without sharing or transferring raw customer data.

Why is this important? Because today’s marketing landscape demands more accountability when it comes to how data is collected, stored, and used. Consumers expect it. Regulators enforce it. And now, the world’s top agencies are baking it into their tech stacks.

WPP’s move is part of a broader trend: building marketing strategies around secure, consent-driven data.

What this means for marketers

Whether you’re running multi-million-dollar campaigns or just starting to build your first CRM list, the same principles apply: You need to know who your customers are—but you also need their permission.

That’s the challenge. But it’s also an opportunity.

Brands that can deliver personalized experiences and protect user privacy will win long-term trust—and long-term results.

This means moving away from passive data collection (like cookies and tracking pixels) and toward active, transparent methods that let users know exactly what they’re opting into.

Enter QR codes: A privacy-first tool for first-party data collection

While WPP and InfoSum are tackling privacy at the enterprise level, many brands are using Flowcode QR codes to meet the same goal.

Here’s how they help marketers gather better data, without compromising on privacy:

1. They support consent-first engagement

When someone scans a Flowcode QR, they’re taking a deliberate action. It’s opt-in by design. You can link the scan to a form, a download, a gated offer—any experience where the user knows what they’re getting and why they’re being asked for information.

2. They collect secure, high-intent data

Every scan creates a moment of engagement you can measure in real time—without relying on third-party tracking. With Flowcode, brands can collect key data points (like time, location, and device type) in a compliant, secure environment.

3. They bridge offline and online experiences

QR codes are a powerful way to connect real-world touchpoints (like packaging, direct mail, or in-store signage) to digital destinations. And because every scan is tied to a specific code, you gain clear attribution on what’s working—no cookies required.

4. They future-proof your campaigns

With third-party cookies going away and privacy regulations evolving fast, Flowcode offers a scalable, compliant way to keep collecting high-quality, first-party data that supports personalization and measurement.

How Flowcode Helps You Collect Data Securely

Flowcode makes it easy for brands to launch QR-powered campaigns that respect user privacy and deliver measurable results. Our platform is built with compliance at the core—from GDPR and CCPA alignment to encrypted analytics and dynamic QR code routing.

WPP’s move reflects a bigger industry shift

The WPP–InfoSum deal confirms what marketers already know: The future of advertising is privacy-first.

Brands that invest in secure, transparent, and user-friendly data strategies will stand out in an increasingly privacy-conscious world. And while clean rooms and enterprise-level tech are part of the solution, Flowcode is making privacy-first marketing possible for everyone.

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