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LONDON - WPP (LON:WPP) PLC, a leader in creative transformation, has announced the acquisition of InfoSum, a top data collaboration technology company. This move, announced Monday, significantly enhances WPP’s AI-driven data offerings, providing clients with advanced marketing solutions through a secure and expansive data network.
InfoSum will become part of GroupM, WPP’s media investment group, and will contribute to the development of AI-enhanced marketing solutions. The acquisition grants WPP and its clients access to a vast cross-platform source of privacy-safe data, which is crucial for marketing intelligence, audience targeting, and AI model training.
The integration of InfoSum’s patented technology with WPP’s intelligent marketing operating system, WPP Open, is set to transform client capabilities in utilizing customer data. Clients can now employ federated learning techniques to generate marketing intelligence using their first-party data in conjunction with the broad range of data signals available through the InfoSum network.
InfoSum’s technology also facilitates the rapid deployment of secure data environments optimized for federated learning. This enables marketers to scale their custom AI models and onboard data with unprecedented ease and speed. The infrastructure will continue to be interoperable with existing platforms to ensure ongoing secure data collaboration.
Mark Read, CEO of WPP, emphasized the acquisition’s role in enhancing the company’s data capabilities, stating that it positions WPP to deliver superior results for its clients. Brian Lesser, CEO of GroupM, highlighted the potential for clients to create more value from their first-party data and train AI models against extensive data sets.
Lauren Wetzel, CEO of InfoSum, will retain her position post-acquisition and will also serve as Chief Solutions Officer for GroupM. Wetzel expressed enthusiasm for the partnership with WPP and GroupM, emphasizing the importance of privacy and security in the evolving landscape of data-driven marketing.
The acquisition is part of WPP’s strategy to provide ’Intelligence Beyond Identity’ to clients, allowing them to leverage their business intelligence and surpass traditional identity-based solutions. This strategic move is expected to enhance WPP’s competitive edge in the AI era and support the company’s overall mission to use creativity for building better futures.
The financial details of the acquisition were not disclosed. The information for this article is based on a press release statement.
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