Observed Signal · Jun 17, 2026 · Partnership · Source: Digiday · Impact: 3/5 · Sentiment: Positive
WPP Media Tests Charity-Based Synthetic Audiences
WPP Media has partnered with data startup Givsly to test synthetic audiences built in part from charity donation data for programmatic media buys in the U.S. Givsly’s system — built using the Claude LLM and layered with national census, election results and nonprofit donation signals — generates audience segments that WPP enriched with its own first- and second-party data. Early PMP tests across four beauty and fashion campaigns (running on CTV and online video) produced a reported 2% lift in video completion rates. WPP says the approach helps target audiences by social values as well as demographics. Forrester and other industry observers cautioned that results depend on the quality of input data and matching capabilities (InfoSum was named as a matching capability referenced). WPP plans to roll the solution out to U.S. clients following initial tests.
A major agency (WPP Media) moving synthetic audiences into programmatic PMP buys signals wider adoption risk/reward for audience modeling in buying workflows; initial uplift is notable but industry impact depends on data quality, privacy and matching capabilities.
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Key Takeaways & Evidence Grounding
- WPP Media partnered with Givsly to use synthetic audiences for programmatic targeting in the U.S.
- Givsly’s system is built using the Claude LLM and overlays U.S. zip-code maps with census, election and nonprofit donation data
- Early tests across four beauty and fashion campaigns reported a 2% lift in video completion rates
- The synthetic audience profiles were used in PMP deals and ran on CTV and online video inventory
- WPP added its first- and second-party data to Givsly’s profiles and plans to offer the solution to U.S. clients
Connected Companies & Entities
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Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Givsly Launches AI Synthetic-Audience Values Targeting Tool
Givsly has launched an AI-powered audience discovery and activation tool that uses synthetic audiences to drive values-based targeting. The platform models audiences from shared values, inferred motivations and behavioral signals to augment traditional demographic targeting, and is claimed to be the first advertising solution to apply synthetic audiences to media activation at scale. Built at the US zip-code level, it profiles communities across more than 150 values and cultural signals and allows brands and agencies to layer their own data. The capability debuted in Cannes and is being tested with agency and brand partners. Givsly cites joint research with GWI showing 86% of consumers say shared values matter when choosing brands, underscoring the tool’s focus on values-driven media relevance.
Givsly Extends AI Values-Based Audiences to Political Advertising
Givsly, a values-based marketing company, announced its AI-driven audience discovery solution is now available for political advertising. The offering uses Values-Based Audiences, built with a vector methodology that combines values, inferred motivations, and behavioral signals at ZIP code level, rather than individual-level voter files. Political campaigns and PACs can segment communities based on more than 150 tracked values and issues, overlay their own voter files, turnout models, or CRM data, and aim to reduce wasted media spend. The audiences will initially be available through OpenX and Index Exchange via Index Marketplaces, with a broader rollout planned. Givsly says the solution uses aggregated, modeled signals rather than individually identifiable voter data.
WPP Embeds Media Teams Inside Clients' Offices
WPP is placing agency staff directly inside clients' offices under an "embedded" model to act as extensions of clients' marketing teams, says James Weinberg, Executive Director at WPP Media (T&P). In a VideoWeek interview Weinberg discusses CTV definitions and strategy, the limits of attention measurement, broadcasters needing outcome-based proof, WPP's Advanced TV capability (formerly Finecast), and WPP testing large-scale automation via WPP Open to identify TV spots that drive unique reach. He also highlights working with partners such as AudienceProject, and measurement pilots with Adelaide and Lumen, and stresses transparency, consistent measurement, and outcome-linked accountability across the industry.
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