WPP Media's Open Intelligence, launched on June 3, is billed as the first large marketing model (LMM) leveraging AI to analyze audience behavior and market performance. Unlike traditional models, Open Intelligence focuses on data aggregation instead of content generation, enabling marketers to create customized AI models for targeting and insights. This initiative, featuring partnerships with companies like Google and Meta, aims to address the challenges of cookie decline and fragmented media by offering a comprehensive insights tool across 75 markets to reach up to 5 billion consumers globally.
Open Intelligence allows marketers to create custom AI models for audience targeting without relying solely on IDs, enhancing decision-making speed and reducing waste.
The launch of WPP's Open Intelligence marks a shift to AI-driven marketing solutions that aim to tackle challenges posed by cookie decline and fragmented media.
This new large marketing model combines insights from 75 markets to connect with 5 billion people globally, a significant stride in audience engagement.
With partnerships from major players like Google and Meta, Open Intelligence is positioned to transform data aggregation in audience targeting.
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