WPP has acquired InfoSum, a data collaboration platform, to bolster its marketing capabilities that leverage AI and data. The acquisition grants WPP access to InfoSum's extensive data stores, including billions of data points from leading media companies, providing pivotal tools for marketing intelligence and audience targeting. This move also reflects a broader industry shift to first-party data utilization, particularly as third-party cookies face decline. InfoSum's technology will integrate into WPP's media operations, enhancing advertisers' abilities to refine strategies using their data in conjunction with larger datasets.
"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.
This data can be used for marketing intelligence, audience targeting, and AI model training, enabling advertisers to refine strategies in real time.
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