WPP Media describes itself as an AI-driven media company for the intelligent era and aims to drive client growth partly by supercharging data connectivity to unlock previously unreachable data signals and act upon these in real-time. This endeavour is backed by the Open Intelligence next-gen data solution and Large Marketing Model, which is trained to give marketers predictive performance, and WPP Open, the open intelligent marketing OS. A key part of the WPP Media strategy is a focus on AI-driven connectivity rather than ID-based solutions, backed by decentralised data collaboration. This presentation outlines the WPP Media vision, how clients will notice it on a day-to-day basis, and the impact on campaign performance.