WPP Media just launched Open Intelligence, a next-gen data solution that’s the first Large Marketing Model in the advertising industry. This tool is inspired by how big language models work. It helps understand and predict how audiences behave and how marketing campaigns perform. Open Intelligence uses real-time data to see how people interact with content, brands, platforms, and products.
The old way of segmenting audiences using IDs has its limits. Open Intelligence offers a new approach: Inteligencia Más Allá de la Identidad. This method combines commercial, geographic, cultural, and behavioral signals with identity data. It identifies and targets high-intention audiences effectively, with privacy built in from the start.
Big benefits for marketers
Open Intelligence brings several key advantages:
- Custom AI models: Trained on each client’s own data, tailored to their goals and market context.
- Faster, smarter decisions: Predictive intelligence based on real-time behavioral signals, optimizing media, creativity, and targeting on the fly.
- Better returns, less waste: More precise segmentation and optimized activation improve performance and reduce investment inefficiencies.
- Cross-channel campaigns: Models guide fluid campaigns across all channels and platforms, connected and cohesive.
- Full integration with WPP Open: Open Intelligence will be fully integrated into WPP’s end-to-end media platform, ensuring a 100% AI-powered ecosystem.
This launch is backed by a solid ecosystem of tech, data, and digital platform partners, bringing speed, performance, and global reach:
- Tech partners: Google, Microsoft Advertising, FreeWheel
- Data and measurement: Experian, Circana, Adelaide, Lumen Research, Adstra
- Digital platforms: Snap Inc., TikTok