Tag: InfoSum

London, United Kingdom – WPP today announced the acquisition of InfoSum, the world’s leading data collaboration platform. InfoSum will join GroupM, WPP’s media investment group, to power the creation of a new generation of AI-enhanced marketing solutions for clients, delivered through the industry’s most powerful and secure data infrastructure. 

The acquisition is a major strategic step forward for WPP’s AI-driven data offer, giving WPP and its clients immediate access to the industry’s largest cross-platform source of privacy-safe, actionable data for marketing intelligence, audience targeting, and AI model training. 

InfoSum’s patented cross-cloud data collaboration technology radically transforms the way companies generate audience intelligence by making it possible to connect data sources across the marketing ecosystem without moving or exposing data. By integrating InfoSum’s capabilities with WPP Open – WPP’s intelligent marketing operating system – WPP clients can safely unlock the full potential of their customer data, enriched through advanced AI. 

Now, using federated learning techniques, WPP clients will be able to generate new marketing intelligence based on their first-party data and the universe of data signals available to them through the InfoSum network, WPP’s data assets, and GroupM’s media intelligence. Clients can rapidly build, train, and deploy custom AI models that utilise these diverse datasets, generating insights and audiences instantly, optimising campaigns across the entire marketing ecosystem, and delivering measurable improvements in campaign performance within hours rather than weeks. 

Moreover, the acquisition accelerates WPP’s creation of ‘Intelligence Beyond Identity’ for clients, enabling marketers to use 100% of their business intelligence and leapfrog traditional identity-based solutions that depend on decades-old, deteriorating databases weakened by cookie deprecation, platform fragmentation, and splintering audience match rates. 

Mark Read, CEO of WPP, said, “At WPP, we have been building the technology and data infrastructure that will give our clients a unique competitive advantage in the AI era. 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.” 

Meanwhile, Brian Lesser, CEO of GroupM, commented, “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. Our approach recognises 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.”

InfoSum’s extensive global data network represents hundreds of billions of data signals across multiple dimensions of data from media platforms including Channel 4, DIRECTV, ITV, Netflix, News Corp, and Samsung Ads, as well as major retailers around the world and identity and data partners including Experian, TransUnion, Circana, Dynata, and NCSolutions.

Lauren Wetzel, CEO of InfoSum, added, “InfoSum’s mission has always been to reimagine how data powers marketing in a secure, privacy-first, and, most importantly, impactful way for advertisers and consumers. WPP and GroupM are the perfect partners to help us accelerate our impact on a truly global scale. We couldn’t be more excited to join forces with the team at GroupM as privacy and security become non-negotiables, and AI allows us to redefine what’s possible for advertisers and our network of media and data partners.” 

InfoSum’s technology enables WPP clients to swiftly deploy secure data environments optimised for federated learning, allowing marketers to rapidly scale their custom AI models and onboard their data faster and more easily than ever before. InfoSum’s infrastructure will remain interoperable with existing platforms and partners to ensure current and future customers can continue driving growth through secure data collaboration.

Singapore – Omnicom Media Group’s data and analytics subsidiary, Annalect, has teamed with InfoSum, a worldwide data collaboration platform, to build a neutral clean room solution suited for clients in the Asia Pacific area.

The project tackles issues related to dispersed data sources by emphasising data collaboration that is efficient, sustainable, and privacy-conscious. It seeks to get a thorough understanding of companies’ customers and break down data silos.

Annalect in Australia spearheaded the initiative, and in partnership with InfoSum, formed cooperative alliances with the Australian reward program FlyBuys and data provider Experian. This collaboration sought to develop a complete and practical understanding of customers. Audience profiling is critical in this endeavour because it allows marketers to migrate from asserted data profiles to true customer data.

The incorporation of InfoSum functionalities into Omni, Omnicom Media Group’s industry marketing orchestration operating system, permits the secure use of data across the whole marketing workflow, from planning to activation and optimization.

It is expected that privacy-focused measures, such as the elimination of third-party cookies, will have a major impact on data-driven marketing. This innovative industry step aims to improve measurement accuracy and ensure access to consumer information and segment profiling capabilities to prepare itself for the future.

By combining dispersed insights creation with data privacy and data utility, it goes beyond the conventional use of clean rooms. Instead of moving or replicating the data, this entails relying on mobile code and sharing the algorithm that extracts insights.

The InfoSum platform acts as a neutral clean room and creates a statistical duplicate of the given location, behavioural, and purchase data. By ensuring that no vendor data is copied or imported onto InfoSum’s platform, this procedure protects customer privacy and lowers operational risks. All parties involved can work together while still having control over their data.

By maximising match rates across many data sources, InfoSum, among other things, creates lookalike audiences and finds new prospects for offline advertising purchases based on location-based insights.

In Australia, proof of concepts were conducted in a variety of industries, including FMCG, alcohol, telco, and automotive. The concept will be expanded to additional markets in Asia Pacific.

Through the use of these addressable audience segments, Omnicom Media Group clients may improve their communication strategies and applications like data partnerships, channel selection, and adaptive creative messaging.

Speaking about the partnership, Paul Shepherd, president of Annalect, Omnicom Media Group Asia Pacific, said, “This is an important move to ensure data privacy and optimise data utility through the innovative concept of distributed insights generation. This approach offers deeper and meaningful insights into existing and prospective customers from diverse data sources, allowing a holistic understanding of consumer behaviour while safeguarding individual privacy.”

Meanwhile, Richard Knott, InfoSum GM, ANZ, expressed, “We’re excited to see the innovative and compelling use of our technology by Annalect to enrich their clients’ marketing strategies. InfoSum enables organisations to safely scale and leverage their consumer data through privacy-first, multi-party data collaboration. Pioneering organisations like Annalect are leading the industry in this transition, harnessing that concept and turning it into real-world, actionable benefits.”