As third-party cookies crumble, WPP bets on InfoSum for secure data

As privacy pressures mount and third-party cookies fade, WPP has acquired InfoSum, a data collaboration platform that uses AI-driven activation without moving or exposing underlying datasets. WPP hopes the federated approach is a way to enhance data-driven marketing while still meeting consumer and regulatory demands for privacy. While financial terms remain undisclosed, WPP bills the deal as a significant part of its privacy-first marketing suite.Secure data: InfoSum’s technology allows multiple data owners to target campaigns jointly while keeping personal information securely siloed, a method WPP intends to integrate within GroupM for faster data onboarding. Mark Read, CEO of WPP, said in the company’s release, “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.”Leading the future: InfoSum’s CEO Lauren Wetzel will retain her role within GroupM and announced the news in a LinkedIn post saying, “Since joining InfoSum, we have had a clear focus: to prove that our industry can prioritize privacy and do better by consumers, while continuing to deliver effective advertising.” Prior to joining InfoSum in 2020, Wetzel held senior strategy and operations roles at AT&T, Xandr, and Deloitte. “As part of WPP and GroupM, we will accelerate our existing plans, continue bringing cutting-edge data collaboration solutions to market, and help brands realize the immense potential of AI.”AI-powered advertising shift: This acquisition arrives amid an industry pivot toward AI-powered advertising and cookie alternatives. GroupM CEO Brian Lesser said in the company statement, “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.” WPP’s move also aligns with its recent AI-related alliances, including investments in Stability AI and collaborations with major brands.