It’s not entirely accurate to say that customer identification is the opposite of privacy, but it’s entirely wrong, either. Privacy concerns are certainly what killed third party cookies, leaving marketers to scramble for alternatives. This partnership between Identity data assembler Throtle and identity infrastructure platform InfoSum is one of many solutions jostling for position. Throtle has a big “identity graph” that lets companies add cross-channel identifiers to first party data. It’s a harder to explain what InfoSum does, but basically it lets companies combine and analyze customer data without actually sharing it.