WPP Media has launched what it calls a “large marketing model”.
A world first according to the company, Open Intelligence is trained on what WPP claims to be “the world’s largest and most diverse set of audience, behavioural and event data”.
Open Intelligence works like large language models. It is trained to understand and predict audience behaviour and marketing performance based on patterns derived from real-time data about how people engage with content, brands, platforms and products.
The model learns from trillions of signals from 350 partners in more than 75 markets.
Open Intelligence uses a “multimodal, privacy-by-default” approach that leverages commercial, geographical, cultural and behavioural signals that seeks to bypass the limitations of ID-only targeting.
This methodology claims to be able to “activate at scale across both direct and programmatic inventory, with interoperability across all major ad technologies”, the company said.
It builds on the decentralised, multi-party collaboration technology from the recently acquired InfoSum.
WPP bets on InfoSum to become ‘huge accelerator’
Open Intelligence allows brands to train bespoke marketing models using their own first-party data and business objectives.
It provides predictive intelligence to help brands make decisions quickly as it continuously optimises audience segmentation, creative development and media buying, while better audience segmentation and media precision will improve inefficiencies.
The tool will be integrated into WPP’s end-to-end media delivery platform that is part of WPP Open.
Partners involved in the development of Open Intelligence include Google, Microsoft Advertising and Comcast’s FreeWheel on technology; Experian, Circana, Adelaide, Lumen and Adstra on data and measurement; while its digital partners are Snap and TikTok.
Open Intelligence will be rolled out in phases during 2025.
Last week, WPP officially rebranded its trading arm GroupM to WPP Media, positioning it as a “fully integrated, AI-powered company”.
WPP Open is the name of the holding company’s AI-powered operating system. Last year, the company committed to invest £250m annually in proprietary technology in this area.
WPP officially relaunches GroupM as ‘AI-powered’ media company
