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.
Find out more about AI and M&A
Represents an opportunity for an acquirer seeking a three surgery, predominantly private dentistry located in Pembrokeshire.
FREEHOLD
Predominately NHS dental surgery with scope for physical expansion, private growth and extended services.
FREEHOLD
Represents an opportunity for a dental practice acquirer seeking a seven surgery mixed dentistry operating since 1978.
FREEHOLD
18
|
Apr
|
Household goods retailer Lakeland undergoes a management buyout | MBO/MBI
Windermere-based family-owned household goods retailer, Lake...
17
|
Apr
|
Manchester tech firm Wakelet bought out of administration | BUSINESS SALE
A Manchester technology company has been bought out of admin...
17
|
Apr
|
Nutrition company Science in Sports bought by investment firm for £82 million | BUSINESS SALE
Nutrition specialist Science in Sport (SiS) has agreed to be...
18
|
Dec
|
WPP to pursue “high-growth” takeovers | BUSINESS NEWS
WPP, the world’s biggest advertising group, has announ...
Business Sale Report is the complete resource for finding genuine acquisition opportunities.
Join today to receive:
All this and much more, including the latest M&A news and exclusive resources
Please choose your settings for this site below. For more information please read our Cookie Policy
These cookies are necessary for our website to function properly and provide you with access to all features.
These are analytics cookies that help us to improve the way our website works.
These are used to improve the functional performance of the website and make it easier for you to use.