MUMBAI: WPP has bagged InfoSum, the data collaboration cutting edge solutions provider. This acquisition, a proper “data-licious” deal, promises to supercharge WPP’s AI-driven marketing arsenal, giving clients access to a treasure trove of data signals.
“At WPP, we have been building the technology and data infrastructure that will give our clients a unique competitive advantage in the AI era. Bringing InfoSum into WPP is a major step forward for our data capabilities and the results we can deliver for our clients,” said WPP CEO Mark Read. “It allows clients to stay in complete control of their first-party data, while also giving them access to vastly greater quantities of high-quality, privacy-compliant data and pioneering technology that is not available anywhere else in the market today.”
InfoSum’s patented cross-cloud tech allows brands to mingle their data with billions of signals from big hitters 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.
“InfoSum’s mission has always been to reimagine how data powers marketing in a secure, privacy-first, and, most importantly, impactful way for advertisers and consumers. WPP and GroupM are the perfect partners to help us accelerate our impact on a truly global scale. We couldn’t be more excited to join forces with the team at GroupM as privacy and security become non-negotiables, and AI allows us to redefine what’s possible for advertisers and our network of media and data partners,” quipped InfoSum chief executive Lauren Wetzel, who’ll now be pulling double duty as GroupM’s chief solutions officer.
GroupM chief executive officer Brian Lesser was equally enthusiastic, stating, ” Directly integrating InfoSum’s global data network and technology infrastructure will allow our clients to create even more value from their first-party data and enable us to train client AI models against the most data, from the most places, at unprecedented scale and speed. Our approach recognizes the importance of identity data to today’s marketing strategies while allowing us to take advantage of the limitless opportunities for growth we can create by moving beyond them. As more and more clients leverage our AI-first solutions, every client model, every audience, and every campaign will benefit from network effects that will exponentially increase their intelligence and competitive advantage.”
The deal allows WPP’s clients to train custom AI models in secure environments, delivering smarter audiences, optimised campaigns, and better business outcomes. Basically, it allows the ability to get your hands on all the juicy information, without anyone else seeing your private bits.
InfoSum’s network boasts hundreds of billions of data signals, and five billion identifiers, allowing for a level of insight that’s previously been the stuff of marketing fantasies. No more relying on those crumbling cookie-based systems, which are about as useful as a screen door on a submarine.
This acquisition represents a bold leap into the future of predictive performance and AI-driven marketing intelligence. WPP is betting big on AI, and with InfoSum in its pocket, it’s ready to unleash a marketing storm that’ll leave competitors scrambling for cover.
