{"id":262918,"date":"2026-06-03T04:47:00","date_gmt":"2026-06-03T08:47:00","guid":{"rendered":"https:\/\/news-you-need.com\/index.php\/2026\/06\/03\/wpp-bets-on-privacy-first-data-collaboration-as-ai-rewrites-marketing-playbook\/"},"modified":"2026-06-03T08:55:35","modified_gmt":"2026-06-03T12:55:35","slug":"wpp-bets-on-privacy-first-data-collaboration-as-ai-rewrites-marketing-playbook","status":"publish","type":"post","link":"https:\/\/news-you-need.com\/index.php\/2026\/06\/03\/wpp-bets-on-privacy-first-data-collaboration-as-ai-rewrites-marketing-playbook\/","title":{"rendered":"WPP bets on privacy-first data collaboration as AI rewrites marketing playbook"},"content":{"rendered":"

WPP bets on privacy-first data collaboration as AI rewrites marketing playbook<\/a><\/p>\n

https:\/\/www.fortuneindia.com\/business-news\/wpp-bets-on-privacy-first-data-collaboration-as-ai-rewrites-marketing-playbook\/141154<\/a><\/p>\n

Publish Date: 2026-06-03 04:47:00<\/a><\/p>\n

Source Domain: www.fortuneindia.com<\/a><\/p>\n

The next battleground in marketing may not be who owns the most customer data\u2014it may be who can access the richest intelligence without ever moving that data.<\/p>\n

That shift in thinking is at the heart of WPP\u2019s acquisition of InfoSum and reflects a broader transformation underway in the global advertising and marketing ecosystem. As artificial intelligence accelerates demand for richer, real-time consumer signals and governments tighten privacy rules, marketers are being pushed to rethink decades-old assumptions around data ownership.<\/p>\n

Speaking to\u00a0Fortune India, Richard Knott, SVP APAC at InfoSum, and Vishal Jacob, President, Choreograph, WPP Media South Asia, said brands entering the AI era will increasingly compete on their ability to collaborate across ecosystems rather than simply expand proprietary databases.<\/p>\n

\u201cThe world is experiencing two major changes simultaneously\u2014AI and increasing privacy legislation,\u201d said Knott. \u201cAI requires significantly larger volumes of high-quality data signals than organisations can realistically generate and maintain internally.\u201d<\/p>\n

For years, the marketing industry treated first-party data as its most valuable asset. The playbook centred on collecting consumer information, building identity graphs and improving targeting precision. But AI, according to WPP, is changing the equation.<\/p>\n

Knott argues that companies should start thinking about data the way digital platforms think about assets.<\/p>\n

\u201cUber doesn\u2019t own cars. Airbnb doesn\u2019t own hotels. Yet they achieve scale through collaboration. Data is moving in a similar direction\u2014from ownership towards access,\u201d he said.<\/p>\n

That transition is driving interest in technologies such as data clean rooms and federated learning, which enable organisations to combine insights across datasets while ensuring that the underlying information remains secure and under the control of the original owner.<\/p>\n

The rationale becomes stronger as AI systems increasingly depend not just on volume, but on…<\/p>\n

Source<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

WPP bets on privacy-first data collaboration as AI rewrites marketing playbook https:\/\/www.fortuneindia.com\/business-news\/wpp-bets-on-privacy-first-data-collaboration-as-ai-rewrites-marketing-playbook\/141154 Publish Date: 2026-06-03…<\/p>\n","protected":false},"author":1,"featured_media":262919,"comment_status":"closed","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/media.fortuneindia.com\/fortune-india\/2025-05-24\/n8d29u20\/AI%201.jpg?w=1200&ar=40:21&auto=format,compress&ogImage=true&mode=crop&enlarge=true&overlay=false&overlay_position=bottom&overlay_width=100","fifu_image_alt":"","footnotes":""},"categories":[16],"tags":[],"class_list":["post-262918","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-privacy"],"_links":{"self":[{"href":"https:\/\/news-you-need.com\/index.php\/wp-json\/wp\/v2\/posts\/262918"}],"collection":[{"href":"https:\/\/news-you-need.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/news-you-need.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/news-you-need.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/news-you-need.com\/index.php\/wp-json\/wp\/v2\/comments?post=262918"}],"version-history":[{"count":1,"href":"https:\/\/news-you-need.com\/index.php\/wp-json\/wp\/v2\/posts\/262918\/revisions"}],"predecessor-version":[{"id":262920,"href":"https:\/\/news-you-need.com\/index.php\/wp-json\/wp\/v2\/posts\/262918\/revisions\/262920"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/news-you-need.com\/index.php\/wp-json\/wp\/v2\/media\/262919"}],"wp:attachment":[{"href":"https:\/\/news-you-need.com\/index.php\/wp-json\/wp\/v2\/media?parent=262918"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/news-you-need.com\/index.php\/wp-json\/wp\/v2\/categories?post=262918"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/news-you-need.com\/index.php\/wp-json\/wp\/v2\/tags?post=262918"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}