Latest news with #OpenIntelligence
Campaign ME
12 hours ago
- Business
- Campaign ME
WPP Media expands Open Intelligence, reveals retail and media partners
WPP Media has expanded its Open Intelligence data solution, offering the industry a large marketing model (LMM) trained to understand and predict audience behaviour and marketing performance based on patterns derived from trillions of signals from datasets that reveal how people engage with content, brands, platforms, and products in real time. Open Intelligence allows brands and marketers to build custom AI models enhanced with their own first-party data and fine-tune them according to their strategic business goals. Retailers connected to Open Intelligence maintain full data sovereignty and platform control, while unlocking new monetisation opportunities through privacy-preserving model collaboration. Simultaneously, WPP Media has also announced partnerships designed to connect both sides of the media ecosystem: commerce and content. Retail media – on the commerce side – has quickly evolved to become central to consumer marketing strategy; while premium media owners and supply-side platforms are reshaping content monetisation through advancements in streaming, audio, digital and TV environments. 'Disney Advertising has led the industry in data collaboration for over a decade, setting a new standard with the launch of Disney Compass – our proprietary data collaboration and measurement platform,' said Dana McGraw, SVP of Data and Measurement Science at Disney. 'As we continue to push the industry forward, collaborations with agencies like WPP Media allow us to scale that vision – connecting the most valuable insights to the most premium inventory, with precision, performance and purpose,' McGraw added. The challenge that needs to be addressed The marketing era of old is evolving: Sequential journeys, broad demographic bets and probabilistic predictions have collapsed under the weight of fragmentation, regulation and rapidly evolving consumer behaviour. Touchpoints are now infinite and fluid, journeys no longer linear, and the funnel has flattened into a loop of constant consideration and immediate action. Brands face a choice: adapt or get outflanked. Retail is no longer just a sales channel – it's become the strategic heartbeat of consumer marketing. And media no longer just distributes content – it shapes the entire commerce experience. With dominant walled gardens, fragmented signals, and rising privacy obligations, marketers and media owners alike need a new way to win. WPP Media Open Intelligence: Solving for both brands and retail partners WPP Media's Open Intelligence aims addresses the most significant issues faced by both retail partners and client-side marketers today. For brands: The proliferation of commerce data providers and the exponential growth of retail media did not come without growing pains. Often finding themselves signal rich and insights poor, brands face extreme fragmentation of data access, metric and measurement inconsistency, and significant lag between insight and activation. As part of its latest announcement, WPP Media has revealed partnerships with premium media platforms and brands such as Disney, Dotdash Meredith, and NBCUniversal, as well as adtech players such as Criteo, Index Exchange, Magnite, PubMatic, The Trade Desk, and Yahoo DSP. 'Harnessing the power of AI-driven insights is revolutionising how brands connect with audiences. Through our collaboration with Open Intelligence, and building on our longstanding partnership with WPP Media and Choreograph, PubMatic is proud to help deliver predictive, privacy-centric solutions that drive real business outcomes and set a new benchmark for innovation in digital advertising,' said Kyle Dozeman, Chief Revenue Officer, Americas, Pubmatic. Open Intelligence aims to empower brands to: Derive business insights quickly, directly, and through a single point of access. Reach retail audiences generated with precision, not probability, across the digital marketing ecosystem. Transition from insight to activation to measurement. For retail partners: The shift away from panel-based and probabilistic data created an opportunity to take control of the wealth of loyalty-anchored purchase data that runs their business to develop new, high-margin revenue streams. However, cementing retail media as the preferred approach for awareness and consideration marketing objectives is still largely uncharted territory; significant resources are required for retailers to evolve into fully-formed media owners and publishers. As part of its latest announcement, WPP Media has revealed the first wave of retail integration partners, including Criteo, DICK's Sporting Goods, and Ocado Ads. Jack Johnson, Head of Retail Media and Data at Ocado, said, 'Our partnership with WPP on Open Intelligence signifies Ocado Ads' commitment to maximizing the potential of our comprehensive customer data. We're excited to partner with WPP to offer the sophisticated targeting, measurement, and personalization capabilities that will enable advertisers to achieve their goals.' Retail partners participating in Open Intelligence will be able to: Meet the expectations of today's consumer brands by making retail insights more readily digestible and actionable to full-funnel marketers Preserve their 'platform sovereignty' and customer trust by using privacy-focused infrastructure to effectively govern proprietary retailer data Reach the largest global network of CPG and FMCG advertisers when and where they plan and activate their full-funnel advertising to capture that demand These initial partners represent several key players in global retail and retail media. They, and others, will help to power Open Intelligence with signals and commerce data that are: Deterministic – Tied to real transactions. – Tied to real transactions. Diverse – Spanning purchase, sales channel, demographic, brand-and-category loyalty, operational data. – Spanning purchase, sales channel, demographic, brand-and-category loyalty, operational data. Accountable – With closed-loop measurement to prove ROI. Collectively, these organisations play a central role in the way content is distributed and monetised across streaming, audio, television and programmatic channels. WPP Media Open Intelligence: Benefits for advertisers and media owners The addition of these partners further strengthens the power of WPP Media's Premium Supply offer and AI-data solution, allowing advertisers to leverage predictive intelligence based on high quality publisher data. Clients leveraging Open Intelligence will now be able to: Reach audiences before their competitors, based on early intent signals Connect with audiences in trusted environments and mutually beneficial contexts Improve campaign performance with custom AI models optimized to drive specific business outcomes Reduce reliance on third-party data and identity-based targeting Marketers will also be able to realise the predictive intelligence benefits of Open Intelligence across channels. For example, predicting which connected TV viewers will be most likely to visit a car dealership after seeing an ad; identifying podcast listeners actively shopping in specific categories; surfacing high-intent audiences in premium editorial environments; and enabling real-time bidding based on purchase probability. Because this data is connected within secure, decentralised environments enabled by WPP Open and InfoSum's multi-party technology, both advertisers and publishers maintain control over their data without sacrificing signal quality or being forced to choose between privacy and performance. Similarly, Open Intelligence also enables connected media owners to maximise the value of their first-party data and inventory by: Building predictive audience segments from real-time behavioral patterns Connecting multiple data sets in real time without sharing data Packaging inventory based on intent, relevance, and performance potential Enhancing campaign performance, while preserving platform control and user privacy These capabilities offer a new way for publishers to maximise the value of their inventory by offering advertisers performance-based media products, not just reach-based inventory. Open Intelligence will roll out to WPP Media clients in a phased approach over the course of 2025.
Yahoo
4 days ago
- Business
- Yahoo
WPP Media launches AI-driven tool to push beyond ID-based targeting
This story was originally published on Marketing Dive. To receive daily news and insights, subscribe to our free daily Marketing Dive newsletter. WPP Media launched Open Intelligence June 3, claiming it is the industry's first large marketing model (LMM) that leverages artificial intelligence to aggregate data for reaching audiences, according to information shared with Marketing Dive. While similar in nature to large language models (LLM), LMMs are intended to predict audience behavior and market performance rather than generate content. Open Intelligence applies AI to data on how consumers engage with brands, products, content and other touchpoints so it can deliver insights to marketers. Open Intelligence's partners at launch include FreeWheel, Google, Microsoft Advertising, Adelaide, Adstra, Circana, Experian, Lumen Research, Meta, Snap and TikTok. The model derives data from 75 markets and is intended to reach 5 billion people globally. Open Intelligence is intended to help marketers move beyond ID-based targeting through the aggregation of multiple data points to locate appropriate audiences. The service promises to allow users to create custom AI models, make decisions faster, lower waste and enable full-funnel activations. It is part of the larger AI-driven marketing platform WPP Open. The news quickly follows WPP's announcement that it has rebranded its media holdings from GroupM to WPP Media. The name change is intended to put an emphasis on the company's commitment to AI and integration. The news comes as media mix modeling (MMM), which uses statistics to measure the success of marketing campaigns, has received renewed attention. The declining influence of cookies is forcing marketers to seek alternative methods for measuring campaign success amid increased media fragmentation. Products built around the idea of MMM include Google's Meridian, which launched in 2024. Open Intelligence uses AI to perform a similar function. Open Intelligence collects data points across a variety of relevant factors, such as geographical, commercial and behavioral. This information is then used to create custom AI models which are supplemented with the clients' first-party data. The models are tailored to specific goals and are used to turn audience signals into data patterns. Partnerships allow for the integration of these models across channels without relying on ID. WPP saw a Q1 2025 revenue of $4.3 billion (£3.2 billion), a decline of 5% year-over-year, according to an earnings statement. While not directly affected by tariffs, many of the company's clients are, according to CEO Mark Read. This, combined with broader economic concerns, could present challenges for WPP and its clients during the back half of the year. Sign in to access your portfolio
