Sourav Choudhary WPP Media has launched Open Intelligence, an artificial intelligence-powered tool designed to replace traditional ID-based targeting by predicting audience behavior using data from 75 global markets. The platform, introduced on June 3, allows marketers to build customized AI models tailored to campaign objectives — enabling faster decisions, reduced media waste, and cross-channel activation without reliance on cookies.
This move marks a major step in WPP’s transformation strategy, following its rebranding of GroupM to WPP Media to signal a stronger alignment with AI and integrated services. Open Intelligence is positioned as the marketing industry’s first large marketing model (LMM), distinct from generative large language models. Instead of generating content, LMMs synthesize data on how consumers interact with media, brands, and products to surface predictive insights.
The tool’s development comes amid rising demand for alternatives to third-party cookies and traditional media mix modeling (MMM). As media environments fragment and privacy regulations tighten, marketers are increasingly turning to AI to consolidate disparate data into actionable insights. Google’s 2024 launch of Meridian reflects this trend, as does WPP’s own investment in scalable, privacy-compliant solutions.
Initial integration partners include Google, Meta, Snap, TikTok, Microsoft Advertising, Experian, and Circana — highlighting the platform’s potential reach. WPP claims Open Intelligence could eventually access signals from up to 5 billion people worldwide.
The platform aggregates behavioral, geographic, and commercial data, then merges it with clients’ first-party inputs to create bespoke models. These models identify audience patterns without using IDs, streamlining campaign planning and measurement across all funnel stages.
WPP reported $4.3 billion in Q1 2025 revenue, down 5% year-on-year. While not directly impacted by new tariffs, many of its clients are, adding urgency to adopt smarter, more efficient marketing tools amid mounting economic pressure.
