WPP Media Launches AI Tool for Marketers
Source: adexchanger.com
WPP Media has launched Open Intelligence, described as the ad industry’s first LMM or Large Marketing Model. LMMs use patterns to understand and predict audience behavior and marketing performance, while LLMs generate content.
Open Intelligence aims to help advertisers use their data in more ways, with the goal of decentralizing data. Much of this data is in large data warehouse companies that are also ad platforms.
Rich Astley, global CPO at Choreograph, WPP’s data and technology company, said that Open Intelligence can be implemented through an analytics and planning platform called Open Media Studio. It can also be implemented as a managed service for data analytics or audience building, or through media-buying services.
Decentralized Data
Astley said that advertisers used to move data from original source providers to a centralized database. Now, the trend is to move the model to where the data resides. He explained that the model is moved to the edge, and a trained model is extracted to inform a larger, foundational model.
Alex Steer, global chief data officer at Choreograph, said that WPP wants to better use data that’s overlooked. He noted that sometimes 90% of a business’s data can’t be attached to a third-party ID solution, such as data organized by store, keyword, geography, or browsing patterns. By using AI to analyze anonymized data and create modeled audiences, more common patterns can be found, and more of the organizations' data can be used.
Human Element
Astley said that Open Intelligence will not result in a loss of human roles at WPP. Steer said that AI can speed up data analysis and allow people to think about data in new ways, “stretching the capabilities” of what a person can do.
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