Two weeks after its global rebranding of GroupM to WPP Media, the bespoke London-based marketing behemoth is launching Open Intelligence, an “AI identity solution” that WPP says will better target viewers with privacy-conscious solutions that more effectively message on behalf of its clients. Built around what WPP calls “the industry’s first Large Marketing Model,” Open Intelligence is “trained on the world’s largest and most diverse set of audience, behavioral, and event data,” culled from WPP’s decentralized partnership network. “Our model learns continuously from trillions of signals across more than 350 partners in over 75 markets,” the company claims. Continue reading WPP Media Launches Industry’s First Large Marketing Model

AT&T revealed its new strategy for advertising, to help monetize its $85.4 billion Time Warner acquisition. Brian Lesser, chief executive of new advertising unit Xandr (after Alexander Graham Bell) described plans to deliver ads targeting individuals and households. His argument is that the media industry needs to run ads to pay for expensive, critically acclaimed series, because revenue from subscription services isn’t enough. Xandr consists of recent purchase AppNexus, AT&T Adworks and its other adtech services. Continue reading AT&T’s Ad Unit Xandr Revs Up to Offer Targeted Advertising

AT&T is reportedly paying about $1.6 billion to acquire AppNexus, which offers automated software to help advertisers buy ads across apps and websites. Now, AT&T chief executive of advertising and analytics Brian Lesser revealed that the purchase is aimed at creating a platform that connects advertisers not simply with AT&T’s own content, but with competing media outlets in television and digital video. The result would be a pioneering marketplace and give AT&T more leverage against Facebook and Google. Continue reading AT&T to Purchase AppNexus, Plans Global Ad Marketplace