WPP expands AI and data driven capabilities with strategic acquisition of InfoSum

By Mofeoluwa Awe

In a major move to strengthen its position in data-driven marketing, WPP has announced the acquisition of InfoSum, a leading data collaboration platform known for enabling privacy-centric data integration. The acquisition is part of WPP’s broader strategy to deepen its investments in AI and enhance the targeting precision available to its clients.

Founded in 2015, InfoSum has gained recognition for its cross-cloud infrastructure that allows businesses to securely connect and activate data across multiple platforms without compromising privacy. While financial detail of the deal were not disclosed, the acquisition signals a clear intention by WPP to shift further into a first-party data-driven future.

Through this acquisition, WPP will now gain access to InfoSum’s expansive ecosystem, spanning data from global media companies like Netflix and Samsung Ads, along with retailers and identity partners. This will provide a strong foundation for clients to train AI models, refine targeting strategies, and extract richer marketing insights in real-time.

According to WPP CEO Mark Read, the deal marks a significant milestone in the company’s tech-forward evolution. “Bringing InfoSum into WPP is a major step forward for our data capabilities and the results we can deliver for our clients,” he 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-complaint data.”

InfoSum will now operate under GroupM, WPP’s media investment division, and its technology will be integrated into WPP Open, the holding company’s propriety AI-powered operating system. This collaboration is expected to enhance interoperability and unlock more value from existing and emerging data streams across the marketing landscape.

The move also comes at a time when marketers are under increasing pressure to pivot from third-party cookies and identity-based targeting, especially following data privacy reforms such as Apple’s AppTrackingTransparency and broader shifts in regulatory environments. InfoSum’s infrastructure offers an alternative, enabling brands to build custom data partnerships without sharing raw data.

Brian Lesser, GroupM CEO and former CEO of InfoSum, emphasized the long-term vision: “This isn’t just about enhancing identity resolution, it’s about unlocking a new era where data collaboration fuels smarter AI models, better audience insights, and greater campaign impact.”

InfoSum’s CEO, Lauren Wetzel, will continue to lead the company and also take on the role of Chief Solutions Officer at GroupM, where she will work on cross-functional innovations that leverage InfoSum’s tech to create solution tailored for both WPP and GroupM clients.

As WPP works to regain its competitive edge and drive innovation in a rapidly changing media landscape, this acquisition reflects a calculated step towards future-proofing its offerings with scalable, privacy-first solutions.