Future Partners With InfoSum on WPP Platform
Future's audience data becomes available to WPP Media planners through the Open Intelligence platform.
Updated on Nov. 5, 2026 in Advertising
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Future has partnered with InfoSum to make its first-party audience data available through WPP's Open Intelligence platform. Its Aperture audience intelligence platform is integrated with InfoSum's data collaboration infrastructure.
Why it matters
The partnership reflects a push to use first-party data more directly in media planning as privacy rules tighten and reliance on third-party identifiers declines. It gives planners a way to work with publisher audience signals without moving the underlying data.
Future's first-party audience information draws on more than 170 media brands, including Tom's Guide, TechRadar, PC Gamer and Who What Wear. Future reported double-digit click-through rate increases for recent campaigns using Aperture, but the stub does not state the baseline for those gains.
The players
Future
Future is a publisher whose portfolio includes Tom's Guide, TechRadar, PC Gamer and Who What Wear.
InfoSum
InfoSum is a data collaboration company owned by WPP that connects data sources without requiring information to be transferred or pooled.
WPP
WPP is a global advertising and marketing services group that owns InfoSum and operates the Open Intelligence platform.
The details
WPP Media planners can access Future's audience signals within existing planning workflows. Aperture uses behavioural signals gathered across Future's brands to build intent-based audience segments, and the InfoSum system connects data sources without requiring information to be transferred or pooled in one place.
Timeline
- 2026-11-05
Partnership announced and reported by securitybrief.asia.
Market Landscape
The deal places WPP's data collaboration infrastructure at the center of how publisher audiences are planned against, competing with other ad-tech approaches to first-party data. It reflects a broader shift among agency groups toward privacy-compatible audience matching as third-party identifiers decline.
For advertisers, planners can match their own customer data against Future's audience segments without transferring files between companies. Brands running campaigns through WPP Media may see audience targeting based on Aperture's intent signals in their planning workflows.
The takeaway
Advertisers relying on third-party identifiers should watch how publisher-owned first-party data is integrated into agency planning tools, since that is the route this partnership uses to keep audience targeting working under tighter privacy rules.
Further reading
Explore more Advertising coverage for context on how publisher data is reshaping media planning.
Source note: This article includes information reported by SecurityBrief Asia.
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