Definition of Infomediary

An infomediary is a person or organization that operates as an intermediary between consumers and businesses, primarily by collecting, analyzing, and providing valuable information on consumer preferences or demands. In the digital marketing landscape, infomediaries often specialize in gathering data through online platforms to help businesses target their marketing campaigns more effectively. This term is a combination of the words “information” and “intermediary.”


The phonetics of the keyword “Infomediary” is: /ˌɪnfoʊˈmɛdiˌɛri/

Key Takeaways

  1. Infomediaries act as intermediaries between businesses and consumers, gathering, analyzing, and providing valuable consumer data to improve decision-making and enhance customer experiences.
  2. They enable personalized marketing strategies by utilizing the collected data to cater to an individual’s specific needs and preferences, thus helping businesses attract and retain customers.
  3. While infomediaries offer value to both businesses and consumers, they also raise privacy concerns due to extensive collection, management, and sharing of personal information. Ensuring data privacy and security is vital for establishing trust and maintaining a strong customer relationship.

Importance of Infomediary

The term “infomediary” is important in digital marketing because it refers to a platform or service that acts as an intermediary between businesses, customers, and information, ultimately enhancing consumers’ decision-making process and improving targeting for marketers.

These platforms collect data about consumer preferences, needs, and behaviors, which allows businesses to create more personalized, relevant, and effective marketing strategies.

With the increasing amount of information available online, infomediaries play a critical role in filtering and organizing this data to benefit both consumers and marketers.

By leveraging the insights provided by infomediaries, businesses can better understand their target audience, optimize their advertising efforts, and ultimately achieve better results in the competitive digital landscape.


Infomediaries serve a crucial role in the digital marketing landscape by acting as intermediaries between consumers and businesses, gathering and analyzing valuable data for both parties. The primary purpose of an infomediary is to collect information about consumers’ preferences, behaviors, and needs, which can then be harnessed by businesses to tailor their marketing strategies and provide tailored products or services.

By effectively using this information, businesses can enhance customer satisfaction and loyalty, leading to increased customer retention rates and ultimately improving their overall market performance. Infomediaries help to bridge the information gap in the digital age, ensuring that the most relevant and up-to-date insights are available for marketers to make the best decisions for their businesses.

In addition to benefiting businesses, infomediaries also cater to the needs of consumers by providing them with a means to safely and conveniently share their preferences, allowing for a more personalized and targeted shopping experience. Given the vastness of the digital market, infomediaries play a key role in helping consumers navigate the seemingly infinite ocean of options.

Acting as trusted entities, they guide users towards the products and services that meet their specific needs and preferences, while safeguarding their personal information. By reinventing the way both businesses and consumers approach the digital market, infomediaries have greatly contributed to the effectiveness and efficiency of online commerce, and are likely to continue to play a significant role in its ongoing evolution.

Examples of Infomediary

Shopping Comparison Websites: Websites like Google Shopping, Shopzilla, or PriceGrabber act as infomediaries in the digital marketing landscape. They collect and compile product information, such as price, ratings, and reviews from various retailers to help consumers make informed decisions about their purchases. These websites earn revenue through advertising and referral fees, enabling users to compare and find the best deals.

Affiliate Marketing Networks: Companies like Commission Junction, ShareASale, or Rakuten Affiliate Network serve as infomediaries in the digital marketing space by connecting businesses with potential affiliates (influencers, bloggers, or other online platforms). These networks provide tools and platforms for tracking, reporting, and payment processing, allowing businesses to gain exposure and drive sales while only paying for successful conversions or actions taken by their target audience.

Online Travel Agencies (OTA): Expedia,, and Priceline are examples of infomediaries in the travel services industry. These platforms gather booking information from multiple hotels, airlines, and other travel service providers to effectively display available options and pricing information to travelers. As infomediary entities, they offer price comparisons and personalized recommendations based on user preferences and enable consumers to secure the best travel deals while driving revenue for the businesses they work with.

Infomediary – Frequently Asked Questions

What is an Infomediary?

An Infomediary is a company or service that acts as an intermediary between information providers and consumers. Infomediaries collect, organize, and facilitate access to relevant information for their clients, aiming to provide value-added services and improve decision-making processes.

What services do Infomediaries provide?

Infomediaries offer various services such as data analysis, information aggregation, personalized recommendations, privacy protection, and more. They leverage their expertise and technology to identify the most suitable and valuable information for their clients, saving them time and effort in their research process.

What industries use Infomediaries?

Infomediaries are utilized across various industries such as healthcare, finance, retail, real estate, and many more. They cater to both businesses and individual consumers, facilitating better decision-making and improved efficiency in accessing relevant information.

How do Infomediaries make money?

Infomediaries generate revenue through different channels, including subscription fees, data licensing, advertising, and affiliate commissions. Clients pay them for their expertise in identifying, organizing, and making relevant information easily accessible, while advertisers and affiliate partners pay for the targeted users they provide through their services.

What are the benefits of using an Infomediary?

Some benefits of using an Infomediary include time-saving, access to accurate and relevant information, personalized recommendations, improved decision-making, and privacy protection. By employing an Infomediary service, clients can significantly reduce the time and effort spent on research and data analysis, leading to more informed decisions and better overall outcomes.

Related Digital Marketing Terms

  • Data Aggregator
  • Information Broker
  • Value-added Reseller
  • 4

  • Affiliate Marketing
  • Lead Generation

Sources for More Information

  • Investopedia –
  • Techopedia –
  • Feedough –
  • BMC Blogs –
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