How WPP’s Essence Uses Machine Learning to Improve Media Buying Results

Creating an agency network fit for the contemporary marketplace

WPP has been placing Essence at the forefront of its media operations since purchasing the Google specialist in 2015. WPP, essence

WPP is poised to announce a seismic overhaul to its organizational operations, according to reports, with some sources suggesting a systematic change to its approach to media planning and buying is in the offing.

@ronan_shields Ronan Shields is a programmatic reporter at Adweek, focusing on ad-tech.