WPP Unveils First 'Large Marketing Model'

WPP Media - until last month known as GroupM - has launched what it calls the industry's first 'Large Marketing Model'. Open Intelligence is trained on real-time data about engagement with content, brands, platforms and products, to understand and predict audience behavior and marketing performance.

The company says the launch, which builds on its recent acquisition of InfoSum, is in part a response to 'the increasing limitations of ID-only targeting', using real-world commercial, geographic, cultural and behavioral signals - as well as identity data - to find and engage high-intent audiences. Clients can train their own customized marketing models using their first-party data, and thanks to InfoSum's clean room tech can be assured this is not being used to train models for other firms.

Open Intelligence is integrated with the group's end-to-end media delivery platform inside WPP Open. Its development has been supported by partnerships with the likes of FreeWheel, Google and Microsoft Advertising (technology); Adelaide, Adstra, Circana, Experian and Lumen Research (data and measurement); and Meta, Snap Inc. and TikTok (digital platform partners).

Open Intelligence will roll out to clients in a phased approach over the course of 2025. More details are at www.wppmedia.com/what-we-do/open-intelligence .