WPP announced the acquisition of InfoSum, the world’s leading data collaboration platform. InfoSum will join GroupM, WPP’s media investment group, to power the creation of a new generation of AI-enhanced marketing solutions for clients, delivered through the industry’s most powerful and secure data infrastructure.
The acquisition is a major strategic step forward for WPP’s AI-driven data offer, giving WPP and its clients immediate access to the industry’s largest cross-platform source of privacy-safe, actionable data for marketing intelligence, audience targeting, and AI model training.
InfoSum’s patented cross-cloud data collaboration technology radically transforms the way companies generate audience intelligence by making it possible to connect data sources across the marketing ecosystem without moving or exposing data. By integrating InfoSum’s capabilities with WPP Open – WPP’s intelligent marketing operating system – WPP clients can safely unlock the full potential of their customer data, enriched through advanced AI.
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Now, using federated learning techniques, WPP clients will be able to generate new marketing intelligence based on their first-party data and the universe of data signals available to them through the InfoSum network, WPP’s data assets, and GroupM’s media intelligence. Clients can rapidly build, train, and deploy custom AI models that utilize these diverse datasets, generating insights and audiences instantly, optimizing campaigns across the entire marketing ecosystem, and delivering measurable improvements in campaign performance within hours rather than weeks.
InfoSum’s extensive global data network represents hundreds of billions of data signals across multiple dimensions of data from media platforms including Channel 4, DIRECTV, ITV, Netflix, News Corp, and Samsung Ads, as well as major retailers around the world and five billion identifiers through identity and data partners like Experian, TransUnion, Circana, Dynata, and NCSolutions.
The acquisition accelerates WPP’s creation of “Intelligence Beyond Identity” for clients, enabling marketers to use 100% of their business intelligence and leapfrog traditional identity-based solutions that depend on decades-old, deteriorating databases weakened by cookie deprecation, platform fragmentation, and splintering audience match rates.
SOURCE: GroupM