How WPP operationalizes platform and data engineering for AI marketing

Between chaotic levels of market fragmentation and economic volatility, marketing and communications agencies can no longer rely on the human intuition they’ve traditionally used to win clients and optimize their ad spend. WPP is replacing that guesswork with an AI-powered view of shifting market dynamics, giving brands predictive certainty that lets them invest with confidence while moving at the speed of the market. That’s the value of WPP Open, its agentic marketing system.

But before it could begin applying sophisticated AI models to power those insights, WPP had to overcome a critical engineering challenge: the marketing data that made up the models was fragmented across hundreds of global agencies. While this dynamic made it nearly impossible to deploy AI tools efficiently and securely, access to models was only part of the equation. And  until it built a reliable way to ingest, clean, and serve data to those models, WPP couldn’t unlock the true potential of generative AI.

To solve this, WPP partnered with Google Cloud to construct a unified data backbone and  custom platform engineering path. Now, by standardizing its serverless compute patterns and data processing workflows, WPP is able to  securely deploy targeted marketing campaigns in days instead of months.

Architecting a centralized, service-based data foundation 

An important part of this effort was accelerating data availability and centralizing management. To do this, WPP adopted a service-based project structure for its current production environment. Rather than isolating every workload into separate silos, its engineering team centralized Google Cloud Storage (GCS) and BigQuery into dedicated, shared data projects, while also segregating the compute and processing workloads into distinct processing projects.

This structure simplified the core team’s user experience and ensured that all data consumers interacted with a unified source of truth. Because data from WPP’s various product lines lives in shared infrastructure, it was essential that security be strictly enforced at a granular level. By directly applying identity and access management (IAM) controls at the individual GCS bucket and BigQuery dataset levels, the company’s teams only see the data they’re  authorized to access.

At the same time, raw data from various partners lands in dedicated GCS buckets in order to keep the raw inputs organized and isolated. From there, Managed Service for Apache Spark executes custom Apache Scala and Spark jobs to cleanse, normalize, and canonicalize information into standardized cohort definitions (SCDs). By utilizing a serverless architecture combined with Kubeflow for pipeline orchestration, WPP’s data engineering team avoided the overhead that often results from managing cluster infrastructure. This allowed them to focus entirely on the data transformation logic fueling the downstream GCS and BigQuery layers  that ultimately feed the company’s audience & performance AI models.

What made our collaboration with Google Cloud successful was the balance they struck between uncompromising professionalism when it comes to best practices and timely delivery of incredibly pragmatic, real-world solutions.
- Jonas Dahlbaek
Senior Data Engineering Lead, WPP

Standardizing data into unified cohorts

 When raw data enters WPP’s processing zone, its platform converts it into SCDs that become core concepts used throughout the framework for keying purposes. These are based on five keys: age, gender, geo, product, and interest. But these underlying data definitions are fluid and continuously canonicalized to reflect evolving marketing concepts. As a result, this uniform structure allows WPP to join and aggregate data on a global scale without exposing sensitive underlying particulars or relying on shared identifiers.

The platform’s core processing engine was built in type-safe Scala to ensure comprehensive visibility and compliance This custom framework tightly controls how data is transformed, and it inherently supports full source traceability while guaranteeing that every data point within the curated datasets can be traced back to its origin. This is a crucial level of traceability when building enterprise AI applications, as data scientists and auditors must understand exactly what information feeds into the models, even as WPP concurrently prepares to transition to Google Cloud Knowledge Catalog for automated, enterprise-wide data governance in the future.

Working with Google Cloud has been instrumental in accelerating and standardizing our engineering efforts. In a world where massive volumes of fragmented data present a daily challenge, having the right infrastructure is paramount to thriving in the AI age and helps our developers and AI marketers alike.
-Suleman Khan
Product Manager for OI & Google Partnerships, WPP

Standardizing the enterprise software lifecycle

For WPP, even with all these steps in place, processing data is only half the battle. To serve applications and manage the underlying infrastructure, the company’s platform engineering team developed a suite of reusable and centralized GitLab continuous integration and continuous deployment (CI/CD) templates. With this, WPP reduced the cognitive load on individual development teams and ensured that all deployments met strict corporate security standards.

These templates manage various enterprise workloads autonomously. The suite includes universal Cloud Run templates for full-stack web applications and  batch data processing and scheduled pipelines. It also includes a deploy-only template for multi-stage workflows and a Cloud Run functions deployment template for event-driven microservices.

Implementing zero-rebuild promotion

Rebuilding container images in a production environment can introduce unnecessary risk and the potential for configuration drift. In order to maintain environmental consistency, WPP embraced a “build once, deploy many” methodology that applied cross-project IAM logic and Google Cloud Artifact Registry configurations.

As part of this process, developers build and test container images in the development environment. Once those exact, immutable container images are validated, they’re promote  directly to production. This zero-rebuild promotion ensures total parity across deployment stages and eliminates unexpected production behaviors. The CI/CD templates also facilitate progressive traffic migration, which allowed teams to route a small percentage of traffic to new revisions before initiating a full rollout.

Immutable deployments. Traceable data. Unshakable trust. When you know exactly what goes into your AI, you can ship at the speed of light.
- Ranjith K Poldas
Associate Director , Devops (I&P), WPP Media

Automating security and intelligent networking

With this modern architecture, enterprise security acts as a foundational enabler for WPP, so it integrated Wiz security scanning directly into the pre-push phase of the CI/CD pipeline to catch vulnerabilities before code merges. The company also utilized Google Cloud Identity-Aware Proxy to enforce zero-trust access across its  internal applications.

To further simplify operations, WPP adopted templates with intelligent virtual private cloud (VPC) logic. This configuration automatically identifies and resolves networking conflicts between legacy VPC connectors and modern Direct VPC access. This automated networking prevents deployment failures and accelerates the release cycle.

Monitoring operational health and driving ROI

Because a resilient platform foundation requires deep observability, WPP’s engineering team now monitors strict operational metrics instead of relying solely on deployment frequency. The team tracks request latency across p50, p95, and p99 percentiles, alongside 4xx and 5xx error rates. It  also monitors container startup times to mitigate cold starts, while tracking overall CPU and memory utilization. This granularity ensures that both data pipelines and serverless infrastructure always remain highly available.

"Navigating a transformation of this scale across multiple complex workstreams—spanning data engineering, platform infrastructure, and AI integration—required more than just alignment; it demanded deep, mutual trust. Working as true partners, Google Cloud and WPP moved in lockstep to deliver production-ready platform capabilities on time."
Yang Yue , Program Manager , Google Cloud

For WPP, operationalizing its data and AI stacks at this velocity provided the necessary infrastructure for its advanced workloads, and the business impact was clear and quantifiable. By building this dual foundation, the company reduced creative and strategy time from four weeks to just three hours. It also saw a 70% gain in production efficiency, a 33x increase in content volume, and  a 2.8x increase in campaign return on investment. In short, by partnering with Google Cloud and implementing a broad suite of products and tools, WPP was able to quickly realize a significant ROI and boost productivity, efficiency, reliability, and security across the company.