Introducing Open Intelligence

Our new data solution and groundbreaking Large Marketing Model creates predictive intelligence that improves marketing performance and drives business outcomes

Today, we’re launching Open Intelligence - our next-gen data solution and the industry’s first Large Marketing Model - built to drive real business outcomes and fuel faster, smarter marketing performance for the AI era.

At the heart of Open Intelligence is a fundamentally different approach to using AI to drive business growth, trained on the world’s largest and most diverse set of audience, behavioral, and event data across WPP’s decentralized partnership network. Our model learns continuously from trillions of signals across more than 350 partners in over 75 markets to help brands reach up to 5 billion adults globally, with relevance, speed, and precision.

How Open Intelligence Works

Open Intelligence is our foundational Large Marketing Model. It represents a new category of intelligence: one applied specifically to marketing and trained on commercial, geographic, cultural, and behavioral data.

Just as Large Language Models (LLMs) generate intelligence and content from human language and imagery, our Large Marketing Model (LMM) has been trained to understand and predict audience behavior and marketing performance based on patterns derived from real-time data about how people engage with content, brands, platforms, and products.

From this foundational intelligence, we can build bespoke models for our clients, each enhanced with their first-party data and fine-tuned according to their individual strategic business goals. Clients use these models to continuously optimize audience segmentation, creative development, and media activation to maximize ROI and real-world results.

We then use platform-specific activation models to transform audiences and performance signals into data patterns and targeting rules across a partner’s entire footprint. Our network of Open Intelligence partnerships enables us to activate and optimize these models in-platform and across channels without signal loss, ensuring data is never moved or dependent on any one ID.

This privacy-by-default methodology is unique in its ability to activate at scale across both direct and programmatic inventory, with interoperability across all major ad technologies.

Intelligence Beyond Identity: A New Marketing Paradigm

We built Open Intelligence to solve a core paradox in modern marketing: why does data-driven media use so little of the world’s data that is available to us?

The crux of the problem is that digital advertising was built on outdated standards that rely on just one type of data: Identity (ID). Shifting consumer behavior, tightening regulations, and rising privacy expectations are narrowing the scale and accessibility of identity solutions. As a result, relying on identity alone is like looking through a keyhole at the vast and rich volumes of data being generated every second.

We want to empower marketers to access many more types of data, at much greater scale, to transform media experiences for consumers and maximize marketing effectiveness. Our approach isn’t to reject identity data, but to outperform it by combing identity with the vast array of data sources that do not conform to traditional identity standards.

Rather than collating more identity data, Open Intelligence eliminates the problem entirely. By enabling marketers to collaborate across the most meaningful data for their needs we unlock an entirely new marketing paradigm: Intelligence Beyond Identity.

Intelligence Beyond Identity is a multimodal approach to data-driven marketing that uses identity data to ensure we understand who we are reaching with our campaigns but goes much further. By training AI models against multiple dimensions of data, we find we are able to understand and predict audience behavior more accurately, without jeopardizing consumer privacy or information security. This approach enables marketers to maximize the value of their existing customer data and extend it further, discovering and connecting with new audiences and creating competitive business advantages based on unique insights into consumer behavior.

Open Intelligence is a privacy-by-default solution. It builds on our recent acquisition of InfoSum’s decentralized, multi-party collaboration technology, enabling secure federated learning and advanced data modeling. Marketers use Open Intelligence to train their own custom marketing models without ever moving, copying, or sharing data. AI does all the legwork, protecting consumer trust and preserving competitive differentiation.

Built for Marketers. Designed for Performance.

With Open Intelligence, our clients will now be able to:

• Train custom models based on their unique data, marketing intelligence, and business objectives

• Continuously optimize audience segmentation, creative development, and media buying

• Generate predictive signals from customer data, enriched with the world’s best media and retail intelligence

• Make faster, smarter marketing decisions that improve ROI and reduce wasted spend

• Deliver personalized campaigns across every channel - reaching 5 billion people globally, with full regulatory compliance and consumer trust built in

Fully Integrated. End-to-End.

Open Intelligence is the universal model supporting all the functionality in WPP Open – the AI-enabled marketing platform we use to connect our teams, data, tools, and AI – further enhancing the powerful capabilities of our end-to-end workflow. The model will power every part of our offer, from insight and audience generation to campaign planning, activation, and measurement. Marketing strategy, campaign performance, and media supply will all be enhanced and optimized by a new generation of AI-native tools and scaled, safe, and secure data.

Enabled by the world’s leading data and technology companies and media platforms

We’re launching Open Intelligence today with support from a range of world-class partners, including:

• Technology partners: FreeWheel, Google, and Microsoft Advertising

• Data and measurement partners: Adelaide, Adstra, Circana, Experian, and Lumen Research

• Digital platform partners: Meta, Snap Inc., and TikTok.

Partners will bring unique value to Open Intelligence’s speed, performance, and reach including:

• Cloud, compute, and platform infrastructure to support real-time model orchestration and global-scale delivery.

• Access to high-velocity, closed-loop behavioral data and culture-shaping engagement signals across the world’s most engaged-with social platforms.

• Model enrichment with deep, consented intelligence across commercial, geospatial, cultural, and demographic datasets.

Together, these partners supercharge the capabilities of Open Intelligence with the most trusted, comprehensive, and future-ready data network and infrastructure ecosystem in the industry.

Partners involved in the launch of Open Intelligence shared the following perspectives:

“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”

"We're excited to partner with WPP on Open Intelligence, which will empower our shared clients with deeper, privacy-preserving insights into audience behavior. This collaboration means even smarter targeting and more effective campaigns that deliver real value for brands looking to connect with Snapchat's unique community."

"By integrating Experian’s identity and consumer insights with WPP’s Open Intelligence framework, we help brands move beyond fragmented identity solutions to a comprehensive 'Intelligence Beyond Identity' approach. Together, we can develop and implement customized models that reveal richer audience signals, optimize media strategies, and demonstrate business impact."

"With Freewheel and Open Intelligence, advertisers will have the most direct access to premium streaming inventory while also matched and measured with publisher’s unique identity infrastructure in a secure and privacy centric manner.  This partnership provides an opportunity for WPP clients to reach their high value audiences while minimizing tech hops to drive efficiency and effectiveness of outcomes."

"Open Intelligence is changing the game for global advertisers; this is a tectonic shift away from IDs that have restricted our industry for years. We are delighted to be a key global attention partner for Choreograph and would like to thank everyone involved at WPP Media for their confidence in the people, product and service at Lumen Research."

"Congratulations to WPP on the launch of Open Intelligence, a bold step forward in connecting data, AI, and outcomes at scale. We’re proud that Adelaide’s AU metric is embedded in the Large Marketing Model, setting a new standard for outcome-based media quality and enabling brands to plan, activate, and optimize with real attention and real results. This marks a major milestone for the industry and reflects WPP's ongoing commitment to innovation.”

What’s next?

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

Today’s integrations are part of an ongoing rollout as we onboard new partners and extend Open Intelligence capabilities across formats and regions.

If you’re a company looking to benefit from the power of marketing intelligence or a partner interested in integration opportunities, you can learn more about Open Intelligence, or contact our team.