WPP integrates Open Intelligence with Index Marketplaces for sell-side decisioning

This shift to sell-side decisioning signals a move away from simple speed-based bidding toward intelligence-driven supply path optimization (SPO). By moving logic to the point of supply, WPP can capture richer signals and context often lost in downstream DSP processing, theoretically improving win rates and floor price management. In a fragmented market, this reinforces the agency's role as a technology layer, using proprietary models to prove growth for brands pressured by rising media costs. Industry leaders should watch for shifts in DSP volume as logic is increasingly offloaded to supply-side agents.

WPP Media officially launched its Open Intelligence platform in June 2025, describing it as the industry’s first Large Marketing Model (LMM). According to WPP, the system processes trillions of signals from more than 350 partners across 75 markets to predict audience behavior and campaign performance. Unlike traditional large language models (LLMs) used for content generation, these LMMs focus on predictive intelligence for audience reaching and market performance. Initial technology and data partners for the launch included Google, Microsoft Advertising, FreeWheel, and Meta, per WPP reporting from June 2025.

The partnership with Index Exchange builds on the January 2024 launch of Index Marketplaces, an omnichannel platform designed for omnichannel curation and data activation. Since its debut, adoption of the Marketplaces platform tripled by the first half of 2025, according to Index Exchange. The expansion into sell-side decisioning reflects a broader industry trend toward 'agentic AI,' where autonomous systems handle real-time optimization. Per IAB reporting from January 2026, 66% of surveyed agencies are now focusing on agentic AI for ad buying, though many cite the technical complexity of integrating these agents as a primary hurdle.

WPP’s broader AI strategy involves a £300 million annual investment through its WPP Open operating system to consolidate data and technology services. This consolidation includes the integration of Choreograph’s data capabilities and a five-year Google Cloud partnership announced in October 2025 to fuel Open Intelligence with Gemini models. According to Bloomberg in April 2026, corporate interest in agentic AI surged by 3,000% on earnings calls as enterprises moved from generative experimentation toward systems capable of delivering measurable ROI through automated execution.