They say there’s no such thing as coincidences, right? You can decide for yourself if the new partnership struck between data collaboration firm InfoSum and WPP’s data and tech platform Choreograph (run mostly through GroupM) coincides with the recently announced move by Brian Lesser to return to GroupM as global CEO from his most recent position as CEO of InfoSum.
The non-exclusive partnership wraps up a host of smaller arrangements between InfoSum, which prides itself on its independent status in the world of clean-room providers, and several GroupM and WPP agencies, Digiday has learned. Its goal is to allow GroupM clients access to clean-room tech, meshing their first-party data streams with Choreograph’s AmeriLink database in the U.S., to better plan, distill new audiences, optimize and strategize. (AmeriLink crunches consumer data around demographic, psychographic, health and wellbeing, life events, transactional attitudinal, and financial indicators.)
The move by WPP/GroupM comes a bit later than other holding companies who either have struck deals with InfoSum already or have built out their data platforms using either sibling acquisitions (like IPG/Acxiom or Publicis/Epsilon or Dentsu/Merkle) or from scratch.
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