WPP has integrated Google Earth AI models and datasets into its WPP Open platform, connecting digital consumer data with physical-world dynamics.
The company says this will enable clients to predict consumer behaviour and automate marketing based on real-world physical factors including traffic, weather and neighbourhood movement patterns.
“As an industry, we have had access to enormous amounts of digital data to understand human dynamics, trends and what content people consume," said Stephan Pretorius, chief technology officer at WPP.
“But people don't just live in the digital world — they live in the physical world.
“By integrating this foundational physical-world data with our marketing data, we are changing the way the marketing industry thinks about consumer journeys."
The partnership covers three areas: audience intelligence drawing on population dynamics data; predictive media planning linked to physical-world metrics; and localised creative production.
"WPP is using Earth AI datasets in novel ways that can transform industries," said Yael Maguire, VP and GM of Google Maps Platform and Google Earth at Google.
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