Expanding Open Intelligence Across Commerce and Premium Media

Collaborations with global retailers and leading media platforms bring together valuable retail signals and premium inventory, enabling predictive intelligence to flow seamlessly across the entire marketing ecosystem

Earlier this week, we introduced Open Intelligence, our data solution and the industry’s first Large Marketing Model, built to generate predictive intelligence from trillions of audience, behavioral, and event signals.

Today, we’re announcing exciting new partnerships designed to connect both sides of the media ecosystem.

Retail media - via commerce and data intelligence - has quickly evolved to become central to consumer marketing strategy. At the same time, premium media owners and supply-side platforms are reshaping content monetization through advancements in streaming, audio, digital, and TV environments. Together, these ecosystems represent the future of full-funnel marketing. Now, through Open Intelligence, they can be harmonized - with decentralized infrastructure, privacy-minded data collaboration, and AI-powered predictive models that deliver measurable outcomes.

Open Intelligence for Retail: Commerce Intelligence at Global Scale

The marketing era we’ve known is over. Sequential journeys, broad demographic bets, and probabilistic predictions have collapsed under the weight of fragmentation, regulation, and rapidly evolving consumer behavior. Touchpoints are now infinite and fluid, journeys no longer linear, and the funnel has flattened into a loop of constant consideration and immediate action.

Brands face a choice: adapt or get outflanked.

Retail is no longer just a sales channel - it’s become the strategic heartbeat of consumer marketing. And media no longer just distributes content - it shapes the entire commerce experience. With dominant walled gardens, fragmented signals, and rising privacy obligations, marketers and media owners alike need a new way to win.

Open Intelligence, our groundbreaking data solution launched Tuesday, addresses the most significant issues faced by both retail partners and brand marketers today. 

For brands, the proliferation of commerce data providers and the exponential growth of retail media did not come without growing pains. Often finding themselves signal rich and insights poor, brands face extreme fragmentation of data access, metric and measurement inconsistency, and significant lag between insight and activation.

Through Open Intelligence, brands will be able to: 

• Derive business insights quickly, directly, and through a single point of access

• Reach retail audiences generated with precision, not probability, across the digital marketing ecosystem

• Seamlessly transition from insight to activation to measurement, anchored in the infrastructure of WPP Open 

For retail partners, the shift away from panel-based and probabilistic data created an opportunity to take control of the wealth of loyalty-anchored purchase data that runs their business to develop new, high-margin revenue streams. However, cementing retail media as the preferred approach for awareness and consideration marketing objectives is still largely uncharted territory; significant resources are required for retailers to evolve into fully-formed media owners and publishers.

Retail partners participating in Open Intelligence will be able to:

• Meet the expectations of today’s consumer brands by making retail insights more readily digestible and actionable to full-funnel marketers

• Preserve their 'platform sovereignty' and customer trust by using privacy-focused infrastructure to effectively govern proprietary retailer data

• Reach ​the largest global network of CPG and FMCG advertisers when and where they plan and activate their full-funnel advertising to capture that demand

Built with Global Commerce Leaders

Open Intelligence connects marketers to a global network of retailers and technology companies, including early integration partners Criteo, DICK’s Sporting Goods, and Ocado Ads.

These initial partners represent several key players in global retail and retail media. They, and others, will help to power Open Intelligence with signals and commerce data that are:

• Deterministic – Tied to real transactions

• Diverse – Spanning purchase, sales channel, demographic, brand-and-category loyalty, operational data

• Accountable – With closed-loop measurement to prove ROI

"Our partnership with WPP on Open Intelligence signifies Ocado Ads' commitment to maximizing the potential of our comprehensive customer data. We're excited to partner with WPP to offer the sophisticated targeting, measurement, and personalization capabilities that will enable advertisers to achieve their goals."

Open Intelligence for Premium Media: A New Layer of Predictive Performance

Open Intelligence is also extending across premium media and ad tech partners, including:

• Media Platforms / Publishers: Disney, Dotdash Meredith, and NBCUniversal

• Ad Tech Partners: Criteo, FreeWheel, Index Exchange, Magnite, PubMatic, The Trade Desk, and Yahoo DSP

Collectively, these organizations play a central role in the way content is distributed and monetized across streaming, audio, television, and programmatic channels.

The Benefit for Advertisers

The addition of these partners further strengthens the power of our Premium Supply offer and AI-data solution, allowing advertisers to leverage predictive intelligence based on high quality publisher data. Clients leveraging Open Intelligence will now be able to:

• Reach audiences before their competitors, based on early intent signals

• Connect with audiences in trusted environments and mutually beneficial contexts

• Improve campaign performance with custom AI models optimized to drive specific business outcomes

• Reduce reliance on third-party data and identity-based targeting

Marketers will also be able to realize the predictive intelligence benefits of Open Intelligence across channels. For example, predicting which connected TV viewers will be most likely to visit a car dealership after seeing an ad; identifying podcast listeners actively shopping in specific categories; surfacing high-intent audiences in premium editorial environments; and enabling real-time bidding based on purchase probability.

Because this data is connected within secure, decentralized environments enabled by WPP Open and InfoSum’s multi-party technology, both advertisers and publishers maintain control over their data without sacrificing signal quality or being forced to choose between privacy and performance.

A New Layer of Intelligence for Media Owners

Open Intelligence also enables connected media owners to maximize the value of their first-party data and inventory by:

• Building predictive audience segments from real-time behavioral patterns

• Connecting multiple data sets in real time without sharing data

• Packaging inventory based on intent, relevance, and performance potential

• Enhancing campaign performance, while preserving platform control and user privacy

These capabilities offer a new way for publishers to maximize the value of their inventory by offering advertisers performance-based media products, not just reach-based inventory.

Premium media partners involved in today’s announcement contributed the following perspectives:

"Disney Advertising has led the industry in data collaboration for over a decade, setting a new standard with the launch of Disney Compass – our proprietary data collaboration and measurement platform," said Dana McGraw, SVP of Data and Measurement Science. "As we continue to push the industry forward, collaborations with agencies like WPP Media allow us to scale that vision – connecting the most valuable insights to the most premium inventory, with precision, performance, and purpose."

"With DDM’s D/Cipher, we know that intent beats cookies, every time. We're excited to collaborate with WPP Media to continue to unlock the premium in publishing for our partners and clients and leverage our data and technical assets in exciting new ways."

"We’re proud to expand our partnership with WPP Media, marking a significant step forward in our efforts to create a more privacy-safe and transparent advertising ecosystem. The ability to surface and activate audiences earlier in the supply chain is a game-changer for efficiency, privacy, and performance. By leveraging Index’s unique infrastructure and scale, we’re helping media buyers access high-quality inventory with greater control, while ensuring publishers see stronger monetization opportunities. This collaboration is a testament to how the sell side can drive innovation, benefiting the entire ecosystem."

"We’re proud to be the first CTV Resolve partner to integrate with Open Intelligence. This collaboration reflects our shared vision for more secure, data-driven media that delivers measurable outcomes across every channel. With Magnite managing the integration on behalf of our media owners, we’re helping make it simpler for them to unlock the full potential of Open Intelligence. This ease of adoption helps ensure premium inventory can be packaged based on performance potential, and helps provide advertisers access to high-intent audiences in trusted, premium environments."

"Harnessing the power of AI-driven insights is revolutionizing how brands connect with audiences. Through our collaboration with Open Intelligence, and building on our longstanding partnership with WPP Media and Choreograph, PubMatic is proud to help deliver predictive, privacy-centric solutions that drive real business outcomes and set a new benchmark for innovation in digital advertising."

How Open Intelligence Works

Open Intelligence is our data solution and foundational Large Marketing Model, trained to understand and predict audience behavior and marketing performance based on patterns derived from trillions of signals from commercial, geographic, cultural, and behavioral datasets that reveal how people engage with content, brands, platforms, and products in real time. 

Open Intelligence allows marketers and partners to build custom AI models enhanced with their own first-party data and fine-tuned according to their strategic business goals. We then use activation models specific to our individual retail and commerce partners to transform audiences and performance signals into data patterns and targeting rules across their entire footprint. 

Our approach allows media owners and marketers to collaborate in generating predictive intelligence without compromising data ownership. Retailers connected to Open Intelligence maintain full data sovereignty and platform control while unlocking new monetization opportunities through privacy-preserving model collaboration.

What’s Next? 

Open Intelligence will roll out to clients in a phased approach over the course of 2025.

If you’re a retailer or media partner interested in partnering with us or a brand looking to drive commercial growth with predictive marketing intelligence, you can learn more about Open Intelligence here or contact our team.