Fri, 04 Apr 2025 | BUSINESS SALE
WPP has bought data collaboration platform InfoSum to boost its development of artificial intelligence.
Founded in 2015 Basingstoke-based InfoSum will join GroupM, WPP’s media investment group, to "power the creation of a new generation of AI-enhanced marketing solutions for clients".
WPP said the acquisition was a major strategic step forward for its AI-driven data offer, giving it 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 helps 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," WPP said.
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.
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.”
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.”
As part of the acquisition Wetzel will remain CEO of InfoSum. Wetzel will take on the additional role as Chief Solutions Officer for GroupM, working cross-functionally to develop data-driven products and solutions for clients of WPP and GroupM.
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