Why WPP is looking to Infosum acquisition to bolster its AI credentials as client budgets face uncertain macro-economic pressures

Clients are looking at marketing partnerships much more like technology partnerships, with more of the rigor and discipline perhaps the IT departments bring on supplier selection.

We're being very pro-active, as you would imagine, taking our integrated AI proposition to clients.

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.

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 ...