This brings us to the WPP media and the last attempt of the industry giant to recover its market position formerly Lead. After last week recharge, the media network (formerly known as GroupM) launched “Open Intelligence”, an IA identity solution which, according to WPP Media leaders, can offer more precise and confidentiality targeting for customers.

At its center, a “large marketing model” which, according to Evan Hanlon, CEO of WPP Data Business Choregraph, provides “a precise representation of the world which helps us to predict consumer behavior”.

In simpler terms, it is a model of AI filled with data from consumption panels, retail media networks and CTV suppliers, rather than reddit publications behind models of large languages ​​(LLM) like Chatgpt.

Based on this “fundamental” system, WPP Media plans to build tailor -made AI models on the needs of each customer, combining its model with their first part data. These models can then be used to help plan and targeting efforts, allowing targeting that is based on a mixture of deterministic and probabilistic signals, and which supposedly has less waste, higher yields on digital marketing investments and faster reversals on media decisions. The ambition is to see “each brand having a predictive model built exclusively for them,” said Lauren Wetzel, the infosum boss.

The fact is that the WPP media are far from alone – it is one of the many marketing groups offering comparative, fire, derivative or otherwise tools. This week alone:

• The EY consulting group launched Ey Studio +, built above 37 agency companies it has bought over the years to offer (among others) the advice and implementation of the AI.
• The MIQ programmatic media company has launched its own AI platform, “Sigma”, which offers media buyers an AI agent for trading.
• The SEEDTAG contextual targeting company has launched an AI agent based on an LLM owner, claiming to use neuroscientific principles for sharper contextual targeting.

And of course, Mark Zuckerberg de Meta unveiled plans to give specialists in tool marketing to create, plan and execute entire advertising campaigns within his platform – an act that indicates the contempt for the founder of Facebook for the expertise of the advertising industry, a seizure for their money for lunch, according to whom you ask.

It is not to eliminate the effort of WPP Media AI. Product of the annual investment of the parent company WPP WPP (403 million dollars) in AI technology, Hanlon said that the initiative involved an “Manhattan project” effort of staff members drawn from the SATALIA IA unit, the recent Infosum, WPP Media and technological partners of the company CTV Freewheed Tiktok, Meta and Microsoft). The work on the initiative involved infosum before its acquisition by WPP in April, Wetzel said.

According to Hanlon, five WPP Media customers have used an open intelligence on “relatively on -scale” campaigns in the past year, because the company has developed technology prototypes. Hanlon said that the open information had been used to result in a 60% drop in acquisition for “mobility” (industry code for an automotive manufacturer brand); For an unnamed telecommunications client, he said that he had reduced the CPA by 15%. Hanlon refused to appoint customers or provide financial details.

Open Intelligence is an illustration of WPP Media’s new data philosophy – something that its leaders hope that customers – in action.

It is also an asset that they hope to keep its market offer, as well as customer media strategies, against the evolution of the tides of privacy regulations. If the identifiers for the audience segments on CTV and the open web disappear tomorrow, Hanlon said that the WPP tool would always allow customers to segment and target the consumption public effectively.

With Cannes Lions at the corner of the street and no apparent end to the enthusiasm of the CMO for AI solutions in sight, we should expect more companies to look into technology. Open Intelligence is only the last of many “Paris” of the portfolio company, because Wetzer has formulated it, at stake for the future of digital marketing.

“We are not going to be the last,” said Hanlon. “But we think that our early decision to take this path, to make these investments, leaves us very well located at the moment to give the pace and maintain an advance in the future.”