WPP boosts AI capabilities with strategic acquisition of InfoSum

WPP has officially acquired InfoSum, the privacy-first data collaboration startup known for its cross-cloud, identity-independent platform. This strategic investment places InfoSum within GroupM, WPP’s media investment arm, and marks a significant step forward in WPP’s mission to build out its AI-enabled, privacy-compliant data infrastructure. The deal, whose financial terms remain undisclosed, not only strengthens WPP’s competitive edge in the global data race but also reunites InfoSum with former CEO Brian Lesser, now CEO of GroupM.

The acquisition comes at a time when agency holding companies are racing to expand their data capabilities to meet the demands of a post-cookie, privacy-regulated advertising environment. InfoSum, with its patented federated technology, enables companies to collaborate on first-party data without ever moving or exposing it, a capability increasingly sought after as traditional identifiers like cookies and email addresses lose relevance. For WPP, the purchase adds to its momentum against rival holdcos such as Publicis, which recently acquired Lotame, and Omnicom, whose acquisition of Interpublic Group brought Acxiom into its fold. WPP CEO Mark Read described the acquisition as a pivotal advancement in equipping clients with an unparalleled ability to maximize their data in the AI era.

Beyond enhancing WPP’s data muscle, the integration of InfoSum enables an entirely new class of AI-first marketing strategies. Through its alignment with WPP Open, the company’s intelligent marketing operating system, InfoSum’s technology will allow WPP clients to activate campaigns with unmatched precision, drawing from an extensive global data network. Clients will now be able to train custom AI models on data from both their own first-party sources and external providers such as Netflix, Channel 4, Samsung Ads, Experian, and more—improving campaign performance in hours rather than weeks. As Brian Lesser emphasized, this isn’t just about identity data—it’s about scaling marketing intelligence beyond conventional databases to create lasting competitive advantages.

The acquisition also raises critical questions about independence in the ad tech ecosystem. Historically, data clean rooms like InfoSum were prized for their neutrality. But as more of these platforms are absorbed into major holding companies or merged with identity vendors like LiveRamp and Habu, concerns about favoritism and data governance arise. However, InfoSum CEO Lauren Wetzel, who will stay in her role under GroupM, believes this partnership will enhance rather than compromise InfoSum’s mission. By joining WPP, she argues, InfoSum gains the scale and advertiser access it needs to accelerate its vision for secure, privacy-centric data collaboration—without compromising the core principle of not reselling or reshaping client data.

What also makes this deal compelling is the familiarity between the two companies. Lesser, a key player in WPP’s data evolution, previously served as InfoSum’s chairman and CEO. His return to the GroupM helm last year fueled speculation that WPP might eventually acquire the startup. As Sam Tomlinson of MediaSense pointed out, having your future acquisition run by someone you’ve already employed is one of the most robust forms of due diligence. Forrester’s Jay Pattisall adds that this move is a direct response to global competitive pressure, noting that WPP’s London HQ, like Publicis in Paris, is making strong moves to future-proof its clients in the AI marketing landscape.