WPP Media Unveils AI-Powered Solution for Enhanced Targeting Beyond ID-Based Strategies

WPP Media has launched Open Intelligence, the industry’s first large marketing model (LMM) utilizing AI to aggregate consumer data and predict audience behavior. Unlike large language models, LMMs focus on offering insights rather than content generation. Partnerships at launch include FreeWheel, Google, Microsoft Advertising, and others, enabling data aggregation from 75 markets to target 5 billion people globally. Open Intelligence aims to enhance audience targeting by moving beyond ID-based methods, allowing marketers to create custom AI models, accelerate decision-making, and reduce waste. This launch aligns with WPP’s transition from GroupM to WPP Media, emphasizing its commitment to AI. The service arrives amid a resurgence of interest in media mix modeling (MMM), as marketers adapt to the decline of cookies and evolving campaign measurement needs. Despite reporting a Q1 2025 revenue decline of 5%, WPP continues to navigate challenges while integrating these advanced models across various channels.

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