Stagwell Collaborates with Palantir to Enhance AI-Driven Marketing Targeting

Stagwell is exploring the use of artificial intelligence through a partnership with Palantir, aiming to enhance its data-driven marketing strategies. Announced during an investor event in April, CEO Mark Penn revealed that the company is testing Palantir's AI technology to improve targeted advertising by analyzing both structured and unstructured data within Stagwell's ID Graph system. Following the company's recent earnings call, Penn elaborated that the collaboration involves applying Palantir's AI to internal platforms such as BERA, which conducts extensive consumer research, and NRG, a media behavior tracking firm. The data from these sources is integrated into systems like Stage to optimize media planning and buying. In an interview, Penn explained that the current pilot involves testing these AI capabilities with a single client to evaluate effectiveness before considering broader implementation. The ultimate goal is to incorporate Palantir's AI into Stagwell's comprehensive ID Graph system to improve targeting accuracy. The partnership, initiated approximately three months ago, is led by a newly formed cross-agency technology team, including notable industry experts such as ...