Author: Michael Bürgi

WPP surprised the marketing and media worlds today with the least-surprising news possible. The agency holding company said it is purchasing InfoSum — the data firm once run by its current global CEO of GroupM, Brian Lesser. From the day Lesser took the reins at GroupM last July, it’s been speculated that WPP might purchase the firm — and now it has.

Terms of the deal were not disclosed. Sources close to WPP said InfoSum’s last valuation was $300 million.

But the deal represents a leveling-up on WPP’s part in the data-driven arms race among the agency holding companies. It comes just weeks after Publicis purchased Lotame, and months after Omnicom moved to acquire Interpublic Group, which comes with Acxiom.

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Direct-sold ads continue to be the dominant source of publishers’ revenue as we move out of the first quarter of 2025 — which is consistent with past years. But other revenue sources are gaining in importance as publishers diversify their revenue streams more this year, particularly subscriptions and events.

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