WPP has launched a new data business, just as Apple’s latest OS update threatens to change the nature of digital advertising
Ad giant WPP has announced the launch of a new global data company, Choreograph, bringing together specialist data units from GroupM and Wunderman Thompson.
The new company will focus on ”helping clients realize the value of their first-party data, consult on and implement their data and technology strategies, and advise on privacy-first approaches to navigate the fast-changing data landscape,” according to a statement from WPP.
As third-party-based data solutions become less tenable, first-party data has grown in importance for publishers, brands and agencies.