WPP has acquired InfoSum, a leading data collaboration platform, to enhance its AI-powered marketing capabilities. InfoSum will integrate with WPP’s media arm, GroupM, to enable clients to securely leverage first-party and cross-platform data without moving or exposing it.
The deal strengthens WPP’s AI infrastructure by allowing clients to train custom AI models on privacy-safe data from InfoSum’s vast global network, including media giants like Netflix, Samsung Ads, and data partners like Experian and TransUnion.
This move supports WPP’s strategy of offering “Intelligence Beyond Identity,” helping clients go beyond outdated identity-based solutions impacted by cookie deprecation and fragmented platforms.
Mark Read, CEO of WPP, said the acquisition gives clients unmatched access to secure, scalable data tools. InfoSum CEO Lauren Wetzel will continue in her role and also become Chief Solutions Officer at GroupM.
The integration promises faster AI model deployment, improved campaign performance, and a competitive edge in the evolving digital marketing landscape.