Embrace Your Intelligent Era: Don’t just collect data, connect it.

Media Minute is WPP Media's series, specifically crafted to empower our clients and marketers for their intelligence era.

The marketing landscape is changing faster than ever. Consumers now expect personalized experiences, relevant content, and seamless interactions across every channel. And let's face it, the old way of doing things – siloing data and making assumptions – just isn't cutting it anymore. 

To truly meet these expectations, we need to embrace the future: AI-powered, privacy-forward data solutions that can connect the dots, unlock predictive, new-to-client insights, and respect customer privacy. These solutions should underpin the entire marketing lifecycle – from smarter insights and planning to more effective activation and measurement.  

It's time to stop just merely collecting data and start connecting data in meaningful ways. 

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Open Intelligence drives real business outcomes in the AI era. At its core, the world’s first Large Marketing Model harnesses trillions of data points across a decentralized network of data partners to generate unique, predictive intelligence for brands trained on their data and tailored to their goals.  

Rather than collecting data – it connects it – providing unparalleled data collaboration between brands, WPP, and 350+ global partners - even walled gardens – to maintain a real-time, real-world view of consumer behavior and intent without relying on static IDs or proprietary identity graphs.  

Make smarter and faster decisions, deliver the best possible experiences across every channel, and reach five billion people globally. Chart the fastest path from insight to activation, driving growth while maintaining consumer trust. Think of it as where intelligence meets impact. 

Redefining What’s Possible 

Multi-Modal AI-Modelling  

• Go beyond deterministic IDs to maintain an always-on, real-time view of consumer behavior. This enables deeper intelligence across five billion individuals - outperforming legacy ID-based systems and unlocking insights across more touchpoints worldwide, all without relying on static IDs.  

Purpose-Built Large Marketing Model  

• These models are trained specifically for marketing – not on random web content - and are powered by a vast network of 350+ premium data and media partners. They process trillions of signals to optimize audience campaigns and drive business outcomes at scale and speed.   

Private-By-Default  

• The data never moves. Leverage decentralized, privacy-by-default architecture ensures complete brand control over how, when, and where first-party data is activated. This unlocks previously inaccessible intelligence blocked by privacy, commercial, or competitive constraints.    

Cloud-Agnostic & Cross-Warehouse Compatible   

• Operate seamlessly across all major cloud providers and data warehouses. This flexibility allows for faster onboarding and easier integration– without the need to re-architect your tech stack.   
  ID-less Matching  
  Behavioral, contextual, and probabilistic signals link users across datasets. This is essential in a world where regulatory shifts limit the use of direct, PII-driven identifiers.  

Smart Matching, Higher Performance  

• Move beyond exact-match logic to capture nuanced relationships between consumers. This dramatically improves match rates across fragmented data sources and platforms.    

Real-Time. Always On Intelligence  

• New data is instantly evaluated, empowering brands to make smarter decisions and activate them immediately. This keeps brands in sync with the speed of consumer behavior. 

Predictive Intelligence at Your Fingertips 

The result? Always-on predictive marketing intelligence that continuously optimizes audience segmentation, creative development, and cross-channel media buying. This maximizes ROI and drives superior business results - executed at the scale and speed necessary for global advertisers. 

It’s time to embrace your intelligent era.