WPP Data & Technology
Unifies first-party data, AI, and creative technology across WPP's global network to deliver personalized, privacy-safe marketing at scale for enterprise brands.
Last updated May 13, 2026 by ATDb automated enrichment · Connections updated May 18, 2026
- Industry
- Data & Technology / Marketing Intelligence
- Business Model
- Agency / Managed Services with proprietary SaaS platforms
- Target Market
- Enterprise
- Employee Count
- 1001-5000
- Revenue Range
- Part of WPP plc (~$15B+ annual revenue group)
- Stock Symbol
- WPP
- Parent Company
- WPP plc
- API Available
- Limited
Holding-company-backed data and AI platform competing with independent AdTech vendors and consultancies for enterprise marketing intelligence
WPP Data & Technology is the centralized data and technology capability within WPP, the world's largest advertising and communications group. It encompasses a range of proprietary platforms, data assets, and technology services designed to help WPP agencies and their clients activate smarter, more personalized marketing at scale. Key components include WPP's open marketing operating system, WPP Open, which integrates AI, data, and creativity across the group's agencies, as well as platforms like Choreograph, WPP's global data products and services company. Choreograph, launched in 2021 as a dedicated data company within WPP, serves as the primary vehicle for WPP's data strategy — aggregating first-party data, building audience intelligence, and enabling privacy-safe activation across media channels. It operates globally and works with WPP's media investment arm GroupM, as well as directly with major brand clients. WPP Open, introduced in 2023, acts as an AI-powered operating system connecting WPP's agencies, tools, and data to streamline campaign planning, creation, and measurement. In the broader AdTech ecosystem, WPP Data & Technology represents a significant holding-company-level investment in proprietary tech infrastructure, positioning WPP to compete with independent AdTech vendors and consulting firms alike. By consolidating data capabilities under one umbrella and integrating AI across workflows, WPP aims to differentiate its agency offering, reduce reliance on third-party data vendors, and deliver measurable business outcomes for global enterprise clients.
WPP Open
AI-powered marketing operating system connecting WPP agencies, data, and tools to streamline campaign planning, creation, and measurement.
Choreograph
WPP's global data products and services company, providing audience intelligence, first-party data activation, and privacy-safe targeting solutions.
Choreograph Create
Dynamic creative optimization and personalization platform enabling data-driven creative production at scale.
Audience Intelligence Platform
Proprietary audience segmentation and insights tool leveraging WPP's aggregated first-party and third-party data assets.
Data Clean Room Solutions
Privacy-preserving data collaboration environments enabling brands to match and activate first-party data without exposing raw data.
- 2021Founded