WPP Acquires InfoSum to Supercharge AI-Powered, Privacy-First Marketing Intelligence

WPP has announced its acquisition of InfoSum, the global leader in privacy-first data collaboration technology. As part of the integration, InfoSum will join GroupM, WPP’s media investment arm, fueling the development of a new era of AI-powered marketing capabilities built on the industry’s most secure and scalable data infrastructure.

This move marks a significant leap forward in WPP’s strategy to lead in AI-driven data solutions. With InfoSum now in its portfolio, WPP and its clients gain immediate access to the largest privacy-compliant, cross-platform data ecosystem for audience insights, campaign optimization, and AI model training.

InfoSum’s groundbreaking patented cross-cloud data collaboration technology revolutionizes how brands leverage data. By enabling seamless connections between disparate data sources—without the need to share or transfer data—InfoSum eliminates long-standing barriers to secure data collaboration. When paired with WPP Open, the company’s intelligent marketing operating system, clients can unlock the full value of their first-party data and enhance it through responsible AI innovation.

Using federated learning methods, clients can now derive advanced marketing intelligence by tapping into their proprietary data alongside vast datasets within the InfoSum network, WPP’s own data resources, and GroupM’s global media intelligence. This powerful data ecosystem allows brands to train and deploy AI models at speed—delivering real-time insights, activating high-performance audiences, and driving campaign results in hours instead of weeks.

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InfoSum’s global network spans hundreds of billions of data signals sourced from top media platforms like Channel 4, DIRECTV, ITV, Netflix, News Corp, and Samsung Ads, as well as leading global retailers. The platform also includes five billion unique identifiers via trusted identity and data providers including Experian, TransUnion, Circana, Dynata, and NCSolutions.

This acquisition is instrumental in advancing WPP’s vision of “Intelligence Beyond Identity,” empowering marketers to move beyond outdated, cookie-dependent identity solutions. With InfoSum, clients can fully utilize their business intelligence, overcoming the limitations of fragmented audience match rates and decaying legacy databases.

Mark Read, CEO of WPP, said: “At WPP, we have been building the technology and data infrastructure that will give our clients a unique competitive advantage in the AI era. Bringing InfoSum into WPP is a major step forward for our data capabilities and the results we can deliver for our clients. 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.”

Brian Lesser, CEO of GroupM, commented: “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. Our approach recognizes the importance of identity data to today’s marketing strategies while allowing us to take advantage of the limitless opportunities for growth we can create by moving beyond them. As more and more clients leverage our AI-first solutions, every client model, every audience, and every campaign will benefit from network effects that will exponentially increase their intelligence and competitive advantage.”

Lauren Wetzel, CEO of InfoSum, added: “InfoSum’s mission has always been to reimagine how data powers marketing in a secure, privacy-first, and, most importantly, impactful way for advertisers and consumers. WPP and GroupM are the perfect partners to help us accelerate our impact on a truly global scale. We couldn’t be more excited to join forces with the team at GroupM as privacy and security become non-negotiables, and AI allows us to redefine what’s possible for advertisers and our network of media and data partners.”

With this acquisition, WPP is not only expanding its data capabilities but also reinforcing its position at the forefront of responsible, AI-driven marketing. As the advertising landscape rapidly shifts toward privacy-first solutions and real-time intelligence, WPP is enabling brands to stay ahead—delivering measurable results, smarter strategies, and a more secure future.