What Choreograph does

Choreograph is WPP's data and technology company, established to connect global data assets with marketing outcomes for the world's largest advertisers. The company operates a unified platform-plus-services architecture centered on two core products: Open Intelligence, marketed as the world's first Large Marketing Model that transforms trillions of real-world signals from over five billion people into predictive marketing intelligence without requiring data movement, and Open Media Studio, an end-to-end media technology platform covering audience discovery, planning, activation, and measurement. These are complemented by eight specialized service offerings spanning data strategy, marketing effectiveness, insight and research, data and technology consulting, integration, technology licensing, data activation, and personalization. The technology stack integrates deeply with Google's ecosystem (1,500+ GMP certifications, Premier Cloud Partner status) and incorporates federated learning through the April 2025 InfoSum acquisition.

Choreograph serves 300 of the Fortune 500 across 80+ countries, enabling more than $60 billion in annual media investment through WPP's integrated agency network (GroupM, Essence, Mediacom, Wavemaker, Mindshare) and direct enterprise engagements. The company employs 3,000+ data strategists, analytics experts, and technologists with 40+ years of combined experience, and operationalizes AI at scale through 200 predictive analytics models built daily, 34,000+ custom algorithms annually, and 13 million targeted media impressions delivered per minute. Client outcomes cited include 25-30% average improvement in marketing ROI, with named case studies across automotive, telecommunications, healthcare, CPG, retail, and energy verticals (including Shell).

Revenue is generated through three principal streams: professional services for data strategy and activation, subscription-based access to the Open Media Studio platform, and data licensing/activation powered by Open Intelligence. Distribution is primarily through WPP's agency network and direct enterprise sales, supplemented by Google partner channels. As a wholly-owned subsidiary of WPP (London-listed), Choreograph does not have independent external investors or a public cap table. The company is compliant with IAB Transparency and Consent Framework and DAA Self-Regulatory Principles, reflecting the privacy-first architecture that underpins its competitive positioning in the post-cookie marketing environment.

Name

Choreograph

Legal name

Choreograph Limited (EEA/Switzerland) / Choreograph LLC (Outside EEA)

Website

https://choreograph.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Choreograph is WPP's data and technology company, offering AI-powered marketing solutions including Open Intelligence (Large Marketing Model) and Open Media Studio. It serves 300 of the Fortune 500 across 80+ countries with 3,000+ data and technology experts.

Ownership category

akta.pro rank

Product category

Marketing Data and Advertising Technology

NAICS

Advertising, Public Relations, and Related Services (5418), Media Buying Agencies (541830)

SIC

Services-Advertising Agencies (7311), Services-Management Services (8741)

akta.pro primary industry

Marketing Technology (MarTech) Strategy & Stack Advisory (MPAAAFAJ)

akta.pro secondary industry

Business Intelligence, Reporting & Visualization Services (BPAEAHAD)

Keywords

• Data-driven marketing
• Marketing data platform
• Media technology platform
• Advertising analytics
• Predictive marketing AI

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations

Revenue model

1. Data-Driven Marketing Solutions: Choreograph provides data-driven marketing solutions to B2B clients (advertisers, agencies) including data onboarding, data enrichment, planning, activating, modeling, optimization, measurement and reporting services.
2. Technology Platform Services: SaaS-based media technology platform (Open Media Studio) used internally by GroupM teams and provided to clients for audience discovery, media planning, campaign activation, and performance measurement.
3. Data Licensing and Activation: Access to data signals, predictive models, and audience insights powered by Open Intelligence, enabling clients to activate marketing across channels.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Choreograph is WPP's global data and technology company. It sells the Open Media Studio media technology platform and the Open Intelligence Large Marketing Model, and pairs them with consulting, analytics, integration and activation services to help large advertisers plan, activate and measure marketing campaigns on a unified data and AI foundation.

Product overview

Choreograph operates as a unified platform-plus-services architecture centered on two core products: Open Media Studio (end-to-end media technology platform) and Open Intelligence (Large Marketing Model for predictive intelligence). These are complemented by eight specialized service offerings covering data strategy, marketing effectiveness, insight and research, data and technology consulting, integration, technology licensing, data activation, and personalization. The portfolio is enhanced by acquisitions including Acceleration (now integrated) and InfoSum (data collaboration platform). The company serves as a Google Marketing Platform Certified Company, Sales Partner, and Premier Cloud Partner, enabling integrations across the GMP and GCP ecosystem.

Differentiator

Problem solved

Functional benefit

Products and services

• Open Media Studio

Quantifiable outcome

• 25-30% improvement in ROI on clients' marketing spend
• +6 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

AI capability8 records

Feature4 records

Partnerships

Five partnerships are on record, tiered core and major.

• InfoSumcoreStrategic or Co-development Partner · 3 April 2025WPP acquired InfoSum, the world's leading data collaboration platform. InfoSum joins GroupM to power creation of a new generation of AI-enhanced marketing solutions. The acquisition integrates InfoSum's patented cross-cloud data collaboration technology with WPP Open, enabling clients to generate marketing intelligence from first-party data without moving or exposing it.
• GooglecoreTechnology or IntegrationChoreograph is a Google Marketing Platform Certified Company and Sales Partner, as well as a Google Premier Cloud Partner. The company offers in-depth specialization in Google technologies (GMP and GCP) and consults with clients to maximize their technology investment and media performance. The partnership includes 1,500+ GMP certifications and 250+ service validations.
• Google Cloud Platform (GCP)coreTechnology or IntegrationIntegration with GCP solutions including VertexAI and BigQuery for building custom machine learning models, customer lifetime value prediction, and advanced analytics capabilities. Enables marketers to build custom solutions connecting with GMP for greater impact.
• Media Platforms PartnersmajorTechnology or IntegrationMarket-leading partnerships with media platforms including Channel 4, DIRECTV, ITV, Netflix, News Corp, and Samsung Ads for privacy-safe data collaboration and audience targeting.
• Data and Identity PartnersmajorTechnology or IntegrationPartnerships with Experian, TransUnion, Circana, Dynata, and NCSolutions for identity and data enrichment enabling cross-platform audience intelligence.

Scale indicators14 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Adobe Experience Cloud: Adobe Experience Cloud is a broad martech and adtech platform spanning analytics, audience, personalization, and advertising. Competes with Choreograph's Open Media Studio at the enterprise martech layer, with significantly larger scale and a broader portfolio.
• Oracle Advertising and CX: Oracle's advertising and customer experience businesses (incorporating Moat, Grapeshot, and CX apps) compete in the data, identity, and adtech space. Comparable as a large incumbent with overlapping capabilities in data, measurement, and marketing technology.
• Salesforce Marketing Cloud / Data Cloud: Salesforce Marketing Cloud and Data Cloud provide CRM-anchored martech, data, and AI (Einstein) capabilities to enterprise marketers. Overlaps with Choreograph on data-driven personalization, audience activation, and AI-driven marketing intelligence, though from a CRM-centric incumbent position.

Direct peers

• Lotame: Lotame is an independent data collaboration and identity platform offering data onboarding, audience enrichment, and clean room capabilities. Comparable to Choreograph's Open Intelligence and InfoSum-backed data collaboration layer.
• LiveRamp: LiveRamp is a leading data collaboration platform enabling privacy-safe audience activation and identity resolution across the marketing ecosystem. Directly comparable to Choreograph's data collaboration and Open Intelligence capabilities, particularly in the wake of InfoSum's integration.
• The Trade Desk: The Trade Desk is an independent programmatic media buying platform with deep integrations across the GMP ecosystem. Comparable to Choreograph on data-driven media activation and campaign optimization, though without an agency parent and primarily a buy-side platform.
• Acxiom (IPG): Acxiom, now part of IPG, provides data, identity, and marketing services to enterprise brands. Comparable to Choreograph as an agency-parent-owned data and identity provider competing for the same Fortune 500 data activation budgets.
• Epsilon (Publicis Groupe): Epsilon is Publicis's data-driven marketing arm, offering people-based identity, data, and martech services to enterprise clients. Directly comparable to Choreograph as a competitor holding company-owned data and technology capabilities serving large advertisers through a major agency parent.
• Merkle (Dentsu): Merkle is Dentsu's data-driven customer experience management business, providing identity, analytics, and martech services. Comparable to Choreograph as a third major agency-holding-company data/tech platform serving enterprise clients with similar first-party data, identity, and personalization offerings.

Emerging players

• Amperity: Amperity is a customer data platform focused on AI-driven identity resolution and first-party data activation for enterprise brands. Comparable to Choreograph's data activation and personalization stack, though smaller and more narrowly focused on CDP rather than full media activation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/ChoreographData
• YouTubeyoutube.com/channel/UCePyEy8b0duvH7JiiHEQvjg
• LinkedInlinkedin.com/company/choreograph
• Instagraminstagram.com/choreographdata

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Choreograph