Mumbai: WPP Media has unveiled Open Intelligence, a pioneering data solution powered by what it claims is the industry’s first Large Marketing Model (LMM). Designed to enhance marketing effectiveness through predictive intelligence, the platform promises to help brands drive better business outcomes by leveraging deep, AI-powered insights.
Built in collaboration with key technology partners including FreeWheel, Google, and Microsoft Advertising, Open Intelligence combines audience, behavioral, and event data from across WPP’s extensive partner ecosystem. The system processes trillions of signals from over 350 partners across 75+ markets, enabling brands to reach up to 5 billion adults globally with greater relevance and precision.
“This expanded Open Intelligence collaboration with WPP Media, powered by Google Cloud’s Spanner Graph, is a significant advancement in AI-driven marketing. We anticipate this collaboration will deliver enhanced client outcomes and measurable value on Google’s Ad platforms,” said Paul Limbrey, VP, Global Client & Agency Solutions at Google.
Inspired by the architecture of Large Language Models (LLMs), WPP’s LMM is trained specifically for marketing use cases. It analyzes commercial, geographic, cultural, and behavioral data to uncover and predict audience engagement trends and campaign performance patterns.
One of the platform’s core strengths lies in its customization capabilities. Brands can integrate their first-party data to build personalized AI models that align with their unique goals and market dynamics. These tailored models drive optimized audience segmentation, creative strategy, and media activation.
Importantly, Open Intelligence enables privacy-forward in-platform activation. The system uses aggregated data signals, avoiding reliance on individual identities and helping reduce data loss during campaign execution.
According to WPP Media, the five key benefits of Open Intelligence for marketers include:
- Custom AI Models: Brands can train LMMs using their own data, creating hyper-targeted marketing strategies.
- Smarter, Faster Decisions: Predictive intelligence powers real-time campaign optimization based on live behavioral, cultural, and commercial signals.
- Higher ROI, Lower Waste: More accurate audience targeting reduces media inefficiencies and boosts campaign returns.
- Full-Funnel, Cross-Channel Activation: Seamless campaign execution across digital platforms, informed by model insights.
- Fully Integrated with WPP Open: Ensuring all tools, teams, and workflows across the ecosystem are AI-enabled.
Open Intelligence is the latest step in WPP Media’s strategy to embed AI at the core of its media offerings, bringing data, technology, and creativity together to future-proof marketing in a privacy-centric world.
