Incubeta vs WPP Media

Incubeta Completes Acquisition of XPON’s GMP and GCP Business

Incubeta announces the completion of its acquisition of XPON's GMP and GCP business, as featured in the latest industry news.

Mastering ChatGPT Ads: How to Win in the Era of Generative Search

Incubeta's Thought Leadership page now features a new article on mastering ChatGPT Ads, along with several other new articles on AI-driven marketing topics such as SXO, tokenmaxxing, and agentic commerce.

Measure AI Decisions, Not Just Adoption

Opinion piece by Amy Crowther (President, Americas at Incubeta) published August 20, 2026, arguing that marketing organisations should shift from counting AI tool adoption to measuring AI-driven decisions and AI maturity. The article contends that true transformation occurs when AI changes how important business decisions are made (not merely speeding or reducing cost), and that sustainable competitive advantage requires data foundations, governance, new skills, and connected decision-making systems rather than isolated AI experiments.

• Article authored by Amy Crowther, President, Americas at Incubeta.
• Published on August 20, 2026.
• Main thesis: organisations should track AI maturity and AI-driven decisions rather than metrics of tool adoption or usage.

WPP Media clients win 16 prizes at M&M Global Awards

WPP Media clients win 16 prizes at M&M Global Awards (2 min read, 4th Oct 2026)

WPP Commerce Lead: Impressions Counting is Window Shopping

Jason Wescott, global head of commerce solutions at WPP Media, argues that measuring campaign success solely on impressions is akin to a shop owner celebrating foot traffic without knowing if anyone bought anything. He advocates for tying every campaign to business outcomes like store visits, subscriptions, or purchases. Wescott criticizes the industry's obsession with 'cheap digital eyeballs' and warns that AI is oversold as a magic solution when its effectiveness depends on the quality of data fueling it. He highlights the shift away from identity-based tracking due to privacy regulations and browser changes, emphasizing the need for privacy-safe data collaboration and contextual data. He also advises against discounting to hit quarterly targets, as it harms long-term brand equity. Wescott is judging the media category at The Drum Awards Festival.

• Jason Wescott is global head of commerce solutions at WPP Media.
• He chairs IAB Europe's Retail & Commerce Media Committee.
• He was named to The Drum's 2026 Commerce Media Power 100.

WPP Media News: DoorDash Appoints WPP Media as First Global Media Partner

DoorDash has appointed WPP Media as its first global media partner, as announced in a news item on the WPP Media news page. The page also lists other recent news including WPP Media leading in H1 2026 new business wins and a new Media Minute on retail feed as search engine.