WPP acquires InfoSum to drive AI-based data offer

WPP has acquired data collaboration platform InfoSum.

InfoSum will become part of GroupM, WPP’s media investment group.

Brian Lesser, global chief executive of GroupM, joined the network’s media arm from InfoSum, where he was chairman and CEO in 2024.

InfoSum will enable WPP clients to connect their first-party data with data providers and media partners’ data, while remaining privacy-compliant. 

Mark Read, chief executive of WPP, said: “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.”

The move follows Lesser’s five-point plan for Group M, released during WPP’s annual results presentation earlier this year. 

Lesser said WPP would be moving from an ID solutions-based strategy to an AI-based data strategy.

The intention is for InfoSum to work with WPP Open, the network’s AI marketing operating system, to build AI models of audiences using InfoSum’s and WPP’s datasets. In turn, GroupM will be able to generate audiences and insights to assist with campaigns. 

InfoSum’s data network includes data signals from Channel 4, ITV and Netflix, as well as retailers and data partners. 

Lesser said: “Directly integrating InfoSum’s global data network and technology infrastructure will allow our clients to create even more value from their first-party data and enable us to train client AI models against the most data, from the most places, at unprecedented scale and speed.”

He added that WPP’s approach will allow them to “take advantage of the limitless opportunities for growth” by moving beyond identity data. 

Lauren Wetzel, chief executive of InfoSum, will remain so as well as taking on the role of chief solutions officer at GroupM.