Global advertising giant WPP has introduced Open Intelligence, a new data solution powered by a Large Marketing Model (LMM).
This AI engine is designed to revolutionize how brands forecast performance, engage audiences, and achieve measurable results. It addresses challenges in identity-based targeting, regulatory changes, and declining media efficiency.
Open Intelligence is built on trillions of data signals from over 350 partners across more than 75 markets. It analyzes real-world data to optimize marketing performance while ensuring privacy.
Key features include:
Privacy-by-default, federated solution.
Integration with WPP Open, an AI-powered platform.
Support from major tech and media partners like Google and Meta.
The platform is rolling out globally, offering a strategic advantage for advertisers, especially in regions like Malaysia, where digital ad spend is expected to rise.