WPP Media’s Groundbreaking AI Tool: Unlocking a New Era in Audience Targeting
Dive Brief: What You Need to Know
WPP Media has unveiled Open Intelligence on June 3, touting it as the first-ever large marketing model (LMM) driven by artificial intelligence to consolidate data for effective audience engagement, as reported by Marketing Dive.
While LMMs bear a resemblance to large language models (LLMs), they focus on predicting consumer behavior and market trends rather than merely generating content. Open Intelligence harnesses AI capabilities to analyze how consumers interact with brands, products, and various touchpoints, providing marketers with vital insights.
- At its debut, Open Intelligence has collaborated with industry giants like FreeWheel, Google, Microsoft Advertising, Adelaide, Adstra, Circana, Experian, Lumen Research, Meta, Snap, and TikTok, aiming for a reach of 5 billion people across 75 markets worldwide.
Dive Insight: Moving Beyond Traditional Targeting
Open Intelligence is designed to guide marketers away from ID-based targeting, leveraging myriad data points to identify relevant audiences effectively. This innovative tool allows users to:
Create Personalized AI Models: Tailor models to specific marketing objectives.
Accelerate Decision-Making: Gain insights quickly and reduce ineffective spending, enhancing overall marketing efficiency.
- Enable Comprehensive Activations: Seamlessly navigate the full marketing funnel with enhanced precision.
This launch follows WPP’s strategic rebranding, shifting from GroupM to WPP Media, which underscores the company’s stronger commitment to AI and integrated marketing solutions. The name change isn’t merely cosmetic; it’s a vibrant reflection of WPP’s vision for the future. Read more here.
The Context: A Shift in Marketing Dynamics
As the marketing landscape evolves, media mix modeling (MMM) has gained traction, especially with the diminishing influence of cookies on digital advertising. Marketers are seeking innovative metrics to gauge campaign effectiveness amidst increased media fragmentation.
Products such as Google’s Meridian, introduced in 2024, are validating this trend. Open Intelligence uses AI-driven methodologies to fulfill similar objectives, collecting diverse data points that encompass geographical, commercial, and behavioral factors.
How Open Intelligence Works
By compiling vast data arrays and integrating clients’ first-party data, Open Intelligence crafts custom AI models aimed at specific goals. These models serve to transform audience signals into actionable data patterns. Partnerships with key industry players enable these models to be utilized across various channels without the dependency on traditional ID methods.
Market Implications and Future Outlook
Despite a challenging revenue landscape, with WPP reporting a Q1 2025 revenue of $4.3 billion (£3.2 billion)—a 5% decrease from the previous year—CEO Mark Read highlights that economic fluctuations, influenced by client-specific tariff issues, may pose challenges in the upcoming months. For more details, visit here.
Conclusion: A Technological Leap Forward
WPP Media’s Open Intelligence represents a groundbreaking step in marketing technology—one that promises to reshape how brands approach their audiences. As advertisers seek new strategies amid evolving digital landscapes, this AI-driven solution is poised to become a pivotal ally in the quest for deeper, data-driven marketing insights.
Engage with this revolutionary development and discover how your marketing strategy can benefit from the power of AI!
