WPP Media has launched open intelligence, billed as the industry’s first large-scale marketing model that trained commercial, geography, culture and behavioral data to improve marketing performance.
WPP’s media arm says Open Intelligence is another approach to using AI to drive business growth.
The model continuously learns from trillions of signals from over 350 partners in over 75 markets, helping brands reach up to 5 billion adults worldwide, with relevance, speed and accuracy.
AI is trained to understand and predict audience behavior and marketing performance based on patterns derived from real-time data about how people engage with content, brands, platforms and products.
Australian and New Zealand choreographer Tom Braybrook said open intelligence represents a fundamental shift in how he thinks about what is possible with regard to data and marketing.
“For Australian clients, we have seen a strong preference for fast adoption of configurable data architectures and zero-movement of data,” Braybrook said.
“Unlike traditional data matching and identity solutions, Open Intelligence allows marketers to use Infosum’s patented technology to ensure insights across diverse datasets without moving or exposing raw data.”
Partners include Google, Tiktok, Snap, Lumen Research and Freewheel.
“We’ve seen a lot of effort into making it easier to understand,” said Paul Limbrey, VP of Global Client & Agency Solutions at Google.
“We expect this collaboration to bring enhanced client outcomes and measurable value with Google’s advertising platform.”
Ajit Mohan, chief business officer at SNAP, said Open Intelligence empowers shared clients with deeper, privacy-controlling insights about audience behavior.
“This collaboration means smarter targets and more effective campaigns that bring true value to brands seeking to connect with Snapchat’s unique community.”
https://www.youtube.com/watch?v=ejboljfco3e
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