WPP announced its acquisition of InfoSum, a move anticipated since Brian Lesser became CEO of GroupM. Valued around $300 million, this acquisition strengthens WPP’s position in the data-focused industry, especially following similar moves by competitors like Publicis and Omnicom. Analysts highlight that Lesser's familiarity with InfoSum aids due diligence, making it a strategic buy. WPP's leadership believes this acquisition will enhance their capability to leverage clients' first-party data, moving away from traditional forms of customer identification toward more innovative, open-sourced methods, addressing the limitations seen with older technologies.
From the day Lesser took the reins at GroupM last July, it's been speculated that WPP might purchase InfoSum - and now it has.
Lesser, of all people, should know Infosum's strengths and possible weaknesses. That's about as good due diligence as you can do when you're buying a business.
It's about positioning the holdco's ability to incorporate clients' first-party data in future-leaning, open-sourced ways rather than relying on traditional forms of identifiers.
I felt like the marketing and advertising world was taking a very myopic view around customer identity and trying to ground that identity in old forms of technology like email addresses.
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