WPP Media emphasizes its extensive data analytics capabilities, reaching five billion consumers and integrating diverse intelligence. The company aims to transition from traditional service models to software-based platform solutions. This shift includes the introduction of their data solution, Open Intelligence, which aids in media planning and measurement. WPP differentiates itself by prioritizing access over ownership of first-party data, collaborating with numerous partners to enhance their offerings. This strategy is reinforced by the incorporation of AI technology to create tools that CMOs can utilize more efficiently.
We now have more data than any of our competition reaching five billion consumers, connecting intelligence of all forms, including IDs, across a vast federated ecosystem.
The plan is to move away from selling people's time, services and their own inventory and move to selling platform-based solutions.
Open Intelligence combines the same volume of traditional identity data as competitors with hundreds of additional partners including media, commerce and data companies such as Google.
The idea isn't new, but AI gives it more weight - allowing agencies to package tools CMOs can buy rather than hours they can bill.
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