Salling Group joins WPP Media’s Open Intelligence for Commerce

Salling Group, Denmark’s largest retailer, today launched a new partnership with WPP Media to connect Salling’s extensive first-party retail data with WPP’s Open Intelligence for Commerce. This advancement follows WPP’s launch of Open Intelligence for Commerce globally with several partners – including Ocado and Criteo – giving WPP Media clients access to enhanced commerce insights, custom targeting, and unified measurement capabilities.   

Open Intelligence is the groundbreaking AI data solution powering WPP Open, WPP's AI platform for marketing. WPP Open connects talent, tools and technology to deliver better-informed marketing at speed and scale. 

Salling Group's significant retail footprint, serving 15 million customers a week across Denmark, Germany, Poland, Estonia, Latvia and Lithuania, provides a rich source of customer data that can supercharge marketers’ abilities to activate and measure growth-centric campaigns at scale. By integrating Salling Group’s first-party retail data with Open Intelligence for Commerce through InfoSum’s secure, privacy-safe data collaboration platform, WPP Media clients can now gain valuable customer insights from Salling’s retail business and apply them across the digital advertising landscape without either party ever having to move their data.  

“Working with WPP Media through Open Intelligence for Commerce gives us a robust framework for collaborating with brands at scale. It allows us to translate our retail data into actionable insights and media activation, while maintaining strict standards for data privacy and governance,” said Anders Spicker, Head of Retail Media at Salling Group.  

“We’re delighted Salling Group has joined Open Intelligence for Commerce. Retailer data offers unique benefits to our clients in terms of both insights and activation. Our clients are already taking advantage of the programme in the UK, and this represents the beginning of our international expansion plans through 2026,” said David Fieldhouse, Global Executive Director, Commerce Data at WPP Media.  

How the partnership works 

To ensure useful and relevant insights are generated efficiently, the partnership between Salling and WPP Media will focus on connecting specific customer and product data from Salling at the SKU (stock-keeping unit) level, tailored to the needs of WPP Media’s clients. Custom segments can be activated directly across the full digital media ecosystem in a matter of hours. Initial tests in the UK for several global clients across platforms including Meta and YouTube have produced excellent results. Pilots for CPG brands have delivered 75%+ view through rates, ROAS in excess of 300%, and brand preference improvements of over 10%.  

“This represents a big step forward in how we use customer data for our clients across Denmark and beyond,” said Steffen Nyholt Petersen, Commerce Director at WPP Media. “By securely connecting Salling's valuable retail data, we can unlock unique consumer insights, leading to significantly more accurate targeting, optimised campaign performance and ultimately stronger ROI for our clients – all while upholding the highest standards of data privacy.”