Intelligence beyond ID: How federated learning maximizes client marketing

Discover how to unlock marketing performance in a privacy-first world with “Intelligence beyond ID.” This session introduces WPP Media’s pioneering approach to federated learning, enabling brands to move beyond outdated ID-based targeting. Learn how WPP Media delivers predictive insights without compromising data privacy. By connecting decentralized data sources (across platforms) marketers gain a real-time, behavior-driven view of audiences. The Masterclass will show how to build marketing models trained on your own first-party data, enhancing segmentation, creative optimization, and media planning. You’ll explore how federated learning respects legal and ethical standards while generating unique, actionable intelligence. This is marketing reimagined: faster, smarter, and more adaptive to today’s fragmented media landscape. Ideal for advertisers seeking scalable, future-proof strategies that deliver measurable business outcomes.