Singapore – Future has partnered with InfoSum to make its first-party audience data available to advertisers and agency planners through existing media planning workflows, with a focus on privacy-preserving data collaboration.
The integration connects Future’s Aperture data platform with InfoSum’s data collaboration infrastructure, allowing planners to access, analyse and activate predictive audience segments in real time. Future’s audience capabilities will also be available through Open Intelligence, a shared intelligence layer within WPP Open, giving WPP Media planners access to additional content consumption and audience intent signals for campaign planning and activation.
Through the integration, advertisers can securely match their own data with Future’s first-party information to identify existing and prospective customers, reach audiences with similar interests and intent, and apply these insights to wider campaign planning, including experiential and offline activities.
Aperture uses first-party behavioural signals across Future’s portfolio of more than 170 media brands to develop predictive audience segments. Its data science capabilities are designed to identify both expected and less obvious connections between audience interests.
For example, a campaign brief for a fashion retailer identified conventional fashion and beauty audiences, as well as less obvious segments such as coupon seekers and tennis enthusiasts. Future said the platform has delivered double-digit increases in click-through rates, improved return on advertising spend and reduced cost per acquisition across recent retail, technology and fashion campaigns.
InfoSum’s infrastructure allows advertisers to plan and activate campaigns using consumer signals without transferring, centralising or exposing sensitive data. The approach is intended to maintain data security while enabling collaboration between publishers, agencies and advertisers.
The partnership forms part of Future’s strategy to expand the use of its first-party audience intelligence across agency and advertiser workflows. By making Aperture available within existing planning and activation environments, the companies aim to reduce the steps between publisher audience insights and media investment decisions.
“Agencies need seamless access to high-intent publisher data directly within the tools they use every day,” said Mike Peralta, Global CRO at Future.
“By bringing Aperture into WPP Open Intelligence via InfoSum, we are removing friction for planners and making it easier to leverage our rich, intent-driven audience intelligence at scale. This partnership ensures advertisers can identify and activate high-performing predictive audiences across our portfolio of trusted, authoritative brands with maximum precision,” Peralta continued.
“Rich publisher intelligence becomes significantly more valuable when planners can access it where they already work, without requiring the underlying data to move or be centralised,” said Nick Henthorn, Global Head of InfoSum, Data and Technology Solutions, WPP.
“Partnering with Future enables us to make its actionable audience signals available directly within agency workflows while preserving data privacy and control. It’s a powerful example of how decentralised data collaboration can make first-party intelligence more accessible and actionable at scale,” Henthorn continued.
