WPP launches data solution Open Intelligence

WPP has launched data solution Open Intelligence, which it is calling the advertising industry’s “first large marketing model”.

Open Intelligence has been trained to predict audience behaviour and marketing performance based on studied data patterns, much like large language models that are trained on huge amounts of data to predict words in a sequence.

The solution will be able to create bespoke campaign models for clients. WPP said its clients will be able to: train custom models, continuously optimise audience segmentation and media buying, generate predictive signals from customer data, reduce waste spend and deliver personalised campaigns.

Moving away from identity data-based solutions, the tool capitalises on WPP’s acquisition of decentralised data platform InfoSum, which means marketers can create custom marketing models without sharing data.

Matt Bennathan, chief commercial officer at Lumen Research, one of Open Intelligence’s data and measurement partners, said that its lauch marks a “tectonic shift away from IDs that have restricted our industry for years”.

The tool has many other high-profile partners including Google, Microsoft Advertising, Lumen Research, Snap and TikTok.

Paul Limbrey vice-president, global client and agency solutions at Google, called it a “significant advancement in AI-driven marketing”. He added: “We anticipate this collaboration will deliver enhanced client outcomes and measurable value on Google's Ad platforms”.

Open Intelligence follows a significant restructure at WPP, with media arm Group M rebranding as WPP Media and now calling itself an “AI-driven media company”.

Previously, Brian Lesser had laid out his five-point plan for WPP Media and referenced the move away from an ID solutions-based strategy: “I think some of our competition has been good about positioning legacy data assets as a future forward strategy. We have a different take on that and we're winning business with that strategy."