Trainline joins WPP Media’s Open Intelligence for Commerce

We're happy to announce a new partnership with Trainline, the UK’s leading rail and coach travel platform, which will integrate its first party transactional location data into Open Intelligence for Commerce. This collaboration marks Trainline’s first direct data partnership with an agency group, representing a significant step in expanding Open Intelligence for Commerce’s reach, which already includes data from retailers and leading media partners, including Ocado Ads, with more than 20 global commerce partners lined up to join in 2026.

Trainline’s significant customer base, serving 18 million monthly active users in the UK alone, allows WPP Media to unlock a deeper understanding of travel-linked consumer behaviour, allowing the business to deliver more relevant, effective campaigns for its clients. Trainline’s data on the Open Intelligence for Commerce platform will be available to WPP Media clients across the UK, Italy, France and Spain. 

Powered by InfoSum’s secure data collaboration platform, Open Intelligence for Commerce allows Trainline to retain full control of its first party data while giving WPP Media clients access to privacy-safe customer insights and activation capabilities without either party ever having to directly share or move their customer data.

Trainline is an existing client of WPP Media and its media strategy and buying across the UK, Italy and France has been handled by Wavemaker since 2022. This extended collaboration marks an important step in WPP Media’s ongoing effort to expand Open Intelligence for Commerce’s ecosystem with premium commerce data partners.

Samuel Eads, Head of UK Ad Sales and Operations at Trainline, said: “We greatly value our partnership with WPP Media and we’re excited to deepen our relationship via this unique solution. Collaborating in this way allows WPP advertisers to unlock greater value from Trainline’s data for insights and enables campaign activation across the major advertising platforms. This will ensure more effective campaigns for those clients and at the same time maintains the highest levels of privacy and security.”

David Fieldhouse, Global Executive Director, Commerce Data at WPP Media, added: “As a leading travel platform, Trainline brings a valuable new layer of commerce intelligence that appeals to a number of our clients in the UK and EMEA. This partnership demonstrates how Open Intelligence for Commerce continues to add value for our clients and commerce partners. It also demonstrates the power of our unique collaboration technology as the industry moves into a new AI driven era.”