Media agency WPP has acquired data collaboration platform InfoSum, which will join the media investment group to create AI-enhanced marketing solutions.
The acquisition will grant the media agency and its clients access to the industry’s “largest cross-platform source of privacy-safe, actionable data” for audience targeting, marketing intelligence and AI model training.
Mark Read, CEO of WPP, said: “At WPP, we have been building the technology and data infrastructure that will give our clients a unique competitive advantage in the AI era. Bringing InfoSum into WPP is a major step forward for our data capabilities and the results we can deliver for our clients.”
“It allows clients to stay in complete control of their first-party data, while also giving them access to vastly greater quantities of high-quality, privacy-compliant data and pioneering technology that is not available anywhere else in the market today,” he added.
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Lauren Wetzel will remain CEO of InfoSum and take on the additional role of Chief Solutions Officer for Group M.
“We couldn’t be more excited to join forces with the team at GroupM as privacy and security become non-negotiables, and AI allows us to redefine what’s possible for advertisers and our network of media and data partners,” she said.
