WPP has acquired InfoSum in a move to super charge its AI-driven data offer via WPP Open.
InfoSum’s technology makes it possible to connect different data sources, including first party owned by clients, across the marketing ecosystem without moving or exposing data.
WPP didn't release commercial details of the deal.
InfoSum will join GroupM and Lauren Wetzel will stay as CEO with an additional role as chief solutions officer at the media investment group.
Brian Lesser, the CEO of GroupM, is a former chief executive of InfoSum. He moved to GroupM in July last year, replacing Christian Juhl.
“Directly integrating InfoSum’s global data network and technology infrastructure will allow our clients to create even more value from their first-party data and enable us to train client AI models against the most data, from the most places, at unprecedented scale and speed,” said Lesser.
“Our approach recognizes the importance of identity data to today’s marketing strategies while allowing us to take advantage of the limitless opportunities for growth we can create by moving beyond them.
“As more and more clients leverage our AI-first solutions, every client model, every audience, and every campaign will benefit from network effects that will exponentially increase their intelligence and competitive advantage.”
The acquisition accelerates WPP’s creation of Intelligence Beyond Identity, enabling marketers to use 100% of their business intelligence and leapfrog traditional identity-based solutions.
"At WPP, we have been building the technology and data infrastructure that will give our clients a unique competitive advantage in the AI era,” said Mark Read, CEO of WPP.
“Bringing InfoSum into WPP is a major step forward for our data capabilities and the results we can deliver for our clients.
“It allows clients to stay in complete control of their first-party data, while also giving them access to vastly greater quantities of high-quality, privacy-compliant data and pioneering technology that is not available anywhere else in the market today.”
WPP closed 2024 with like-for-like revenue less pass-through costs down 1%, with more drag in the December quarter from “weaker” client spend and a darker outlook for 2025.
WPP, expecting full year growth in 2025 to continue to be negative at -2%, has been restructuring.
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