Elevate Your First-Party Data Strategy

In today’s rapidly evolving digital media landscape, first-party data has emerged as one of the most valuable assets for brands seeking to deliver meaningful, measurable, and privacy-safe marketing. As third-party cookies fade into obsolescence (even though Google once again waddles a bit here...) and consumer trust becomes paramount, the question is no longer if you should activate your first-party data, but how you can do it to drive real business growth. 

Our ambition at WPP Media is not just to keep pace with this transformation, but to lead it. Our approach combines world-class expertise, advanced technology partnerships, and a standardized, client-centric process to ensure that your first-party data delivers maximum impact across every channel.  

Why First-Party Data Matters More Than Ever 

First-party data – information collected directly from your customers or business through interactions on your website, app, CRM, offline touchpoints etc. – is the gold standard for audience understanding and activation. Unlike third-party data, which is increasingly restricted by regulation and platform changes, first-party data is unique to your brand, highly relevant, and built on direct consumer relationships. 

But the real magic happens when first-party data is applied intelligently within the digital advertising landscape. Our cutting-edge technology connects data across publishers, partners, retailers, platforms, and clients, and thoughtfully using our own first-party data assets in conjunction with the available data in the world. By leveraging your own data, you can: 

• Reach high-value audiences with precision targeting based on recency, frequency, customer lifetime value, and product interests. 

• Maximize ROI by optimizing bidding strategies and creative messaging in real time. 

• Maintain compliance and consumer trust by using data transparently and securely. 

• Fuse your insights with WPP Media vast data assets for unbeatable competitive advantage. 

From Assessment to Activation 

We know that harnessing first-party data can seem complex. That’s why we’ve developed a clear, simple, and standardized process to help you unlock its full potential – no matter where you are on your data maturity journey. 

1. Holistic Assessment & Benchmarking 

Our advanced AI assessment tools quickly assess your current first-party data capabilities across all key areas: CRM, web/app analytics, business data, and more. We benchmark your setup against industry standards and identify gaps and opportunities delivering actionable insights in days, not months! 

2. Gap Analysis & Roadmap 

Based on your assessment, our data consultants work hand-in-hand with your stakeholders to build a tailored roadmap. Whether you need foundational improvements or advanced integrations, we scope out prioritized use cases – always focused on measurable business outcomes. 

3. Seamless Implementation & Measurement 

From integrating CDPs and clean rooms to activating data across Meta, Google, retail media, and beyond, our experts manage the end-to-end process. We ensure consistent, compliant, and cross-channel activation, supported by rigorous performance measurement – including A/B holdout testing to prove incremental value. 

4. Continuous Optimization & Innovation 

The journey doesn’t stop at launch. We continuously optimize campaigns, enrich your data with our unique assets, and explore new collaboration opportunities ensuring you stay ahead in a dynamic market. 

Game-Changing Technology: InfoSum and the Future of Data Collaboration 

WPP’s recent acquisition of InfoSum marks a major leap forward in our capabilities. As a world-leading data platform with a patented AI solution, InfoSum is considered best-in-class and future-proof heralding a new era of data collaboration – one in which the current legacy data providers will find it increasingly difficult to compete. 

It’s decentralized data collaboration platform enables secure, privacy-first connections between your first-party data and hundreds of premium data partners, publishers, and platforms – including Google, Meta & Netflix – without ever moving or exposing your underlying data.  

What does this mean for you? 

• Collaborative Advantage: Imagine connecting your loyalty card data with a streaming service’s viewing habits to uncover new insights and create powerful, joint marketing activations – all while keeping your data private and secure. 

• Access to Billions of Signals: Our plug & play solution allows you to instantly tap into data about millions of people across the Nordics, enriching your campaigns with signals from trusted partners like Experian, Meta, Netflix, and more. 

• Future-Proofed Activation: InfoSum’s AI-driven, ID-free technology means you can collaborate and activate across channels – even as traditional identity solutions decline. We estimate that by 2027 more than 90% of client media spend will be in platforms and channels where ID data cannot be used. 

• Faster, Easier Integrations: No heavy IT lift required; InfoSum makes advanced data collaboration accessible and scalable for every client. You will benefit from AI-driven marketing intelligence, enabling you to use 100% of your business intelligence and leapfrog traditional identity-based solutions. 

Your Competitive Edge Starts Now 

Activating your first-party data isn’t just a technical upgrade – it’s a strategic shift that can redefine your brand’s relationship with consumers and the marketplace. With WPP Media, you gain: 

• A unified, proven process for unlocking the value of your data. 

• Unmatched access to the world’s best data, platforms, and activation specialists. 

• Transparent, measurable results that demonstrate true business impact. 

• A partner who’s invested in your long-term success, not just your next campaign. 

Let’s put your data in the driver’s seat. Reach out to your local specialist today for a complimentary first-party data maturity assessment and discover how we can help you turn data into growth, together. 

• Denmark: Lau Jeppesen, Video Lead & Operations Director, at [email protected] 

• Norway: Sindre Nalum, Activation Manager, at [email protected]  

• Sweden:  Jimmie Ruthberg, Lead Strategist, at [email protected] 

• Finland: Bo Reuter, Senior Programmatic Specialist, at [email protected]