WPP Media Launches Open Intelligence
In its first major move since the launch of WPP Media last week, the newly formed media group has unveiled Open Intelligence, a next-generation data solution powered by the industry’s first Large Marketing Model (LMM), marking a new chapter in predictive, privacy-centric advertising.
At the core of Open Intelligence is a fundamentally different approach to AI-powered marketing. Rather than relying solely on traditional identity-based data, the platform is trained on the world’s most diverse and extensive set of audience, behavioural, and event data, drawn from WPP’s expansive network of 350+ partners across 75+ markets. This dynamic foundation enables brands to reach up to 5 billion adults worldwide with relevance, speed, and precision.
How Open Intelligence Works
Open Intelligence is WPP Media’s foundational Large Marketing Model. It represents a new category of intelligence: one applied specifically to marketing and trained on commercial, geographic, cultural, and behavioral data.
Just as Large Language Models (LLMs) generate intelligence and content from human language and imagery, Open Intelligence’s Large Marketing Model (LMM) has been 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.
From this foundational intelligence, Open Intelligence can build bespoke models for clients, each enhanced with their first-party data and fine-tuned according to their individual strategic business goals. Clients use these models to continuously optimise audience segmentation, creative development, and media activation to maximise ROI and real-world results.
We then use platform-specific activation models to transform audiences and performance signals into data patterns and targeting rules across a partner’s entire footprint. WPP Media’s network of Open Intelligence partnerships enables us to activate and optimize these models in-platform and across channels without signal loss, ensuring data is never moved or dependent on any one ID.
This privacy-by-default methodology is unique in its ability to activate at scale across both direct and programmatic inventory, with interoperability across all major ad technologies.
Intelligence Beyond Identity: A New Marketing Paradigm
WPP built Open Intelligence to solve a core paradox in modern marketing: why does data-driven media use so little of the world’s data that is available to us?
The crux of the problem is that digital advertising was built on outdated standards that rely on just one type of data: Identity (ID). Shifting consumer behavior, tightening regulations, and rising privacy expectations are narrowing the scale and accessibility of identity solutions. As a result, relying on identity alone is like looking through a keyhole at the vast and rich volumes of data being generated every second.
WPP Media aims to empower marketers to access many more types of data, at much greater scale, to transform media experiences for consumers and maximize marketing effectiveness. The approach isn’t to reject identity data, but to outperform it by combing identity with the vast array of data sources that do not conform to traditional identity standards.
Rather than collating more identity data, Open Intelligence eliminates the problem entirely. By enabling marketers to collaborate across the most meaningful data for their needs we unlock an entirely new marketing paradigm: Intelligence Beyond Identity.
Intelligence Beyond Identity is a multimodal approach to data-driven marketing that uses identity data to ensure WPP understands who it’s reaching with its campaigns, but goes much further. By training AI models against multiple dimensions of data, WPP aims to understand and predict audience behavior more accurately, without jeopardising consumer privacy or information security. This approach enables marketers to maximise the value of their existing customer data and extend it further, discovering and connecting with new audiences and creating competitive business advantages based on unique insights into consumer behavior.
Open Intelligence is a privacy-by-default solution. It builds on WPP’s recent acquisition of InfoSum’s decentralised, multi-party collaboration technology, enabling secure federated learning and advanced data modeling. Marketers use Open Intelligence to train their own custom marketing models without ever moving, copying, or sharing data. AI does all the legwork, protecting consumer trust and preserving competitive differentiation.
Built for Marketers. Designed for Performance.
Through Open Intelligence, clients can:
• Train proprietary AI models based on their data, objectives, and strategy
• Optimise segmentation, creative, and media in real time
• Enrich customer insights with global media and retail intelligence
• Deliver personalised campaigns across all channels, with full privacy compliance
• Reach 5 billion global consumers while maximising media efficiency and ROI
The platform also serves as the universal intelligence engine for WPP Open, the group’s AI-enabled marketing platform, enhancing everything from insight generation and campaign planning to activation and measurement.
Enabled by the world’s leading data and technology companies and media platforms Open Intelligence launches today with support from a range of world-class partners, including:
Technology partners: FreeWheel, Google, and Microsoft Advertising
Data and measurement partners: Adelaide, Adstra, Circana, Experian, and Lumen Research
Digital platform partners: Meta, Snap Inc., and TikTok.
Partners will bring unique value to Open Intelligence’s speed, performance, and reach including:
• Cloud, compute, and platform infrastructure to support real-time model orchestration and global-scale delivery.
• Access to high-velocity, closed-loop behavioral data and culture-shaping engagement signals across the world’s most engaged-with social platforms.
• Model enrichment with deep, consented intelligence across commercial, geospatial, cultural, and demographic datasets.
Together, these partners supercharge the capabilities of Open Intelligence with the most trusted, comprehensive, and future-ready data network and infrastructure ecosystem in the industry.
Says Tom Braybrook, MD of Choreograph Australia & New Zealand: “Open Intelligence represents a fundamental shift in how we think about what’s possible when it comes to data and marketing. For our Australian clients, we’ve seen rapid adoption of composable data architectures and a strong preference towards zero movement of data. Unlike traditional data matching and identity solutions, Open Intelligence enables marketers to secure insights across diverse datasets without moving or exposing the raw data, using InfoSum’s patented technology.
“I’m excited to be bringing this capability into the Australian market, collaborating with our global business to roll out WPP Media’s Open Intelligence platform for our local clients in Australia & New Zealand. Most importantly, Open Intelligence will enable brands to move beyond reactive strategies and optimise media, creative, and targeting by using AI to reveal hidden relationships in consumer behaviour.”
Open Intelligence will roll out to clients in phases over the course of 2025, with ongoing integrations and expansion across regions, channels, and use cases. It’s the latest milestone in WPP’s vision for AI-native, data-driven marketing built for the privacy-first, performance-focused world.