WPP Adds Google Earth AI
- WPP integrated Google Earth AI into its WPP Open platform to link digital marketing data with physical-world context. - The deal aims to bring location and environmental signals—like store context and footfall—into planning and measurement. - Agencies can layer spatial variables into analytics, so analysts may need to handle geodata joins and messy offline identifiers. (prweek.co.uk) (decisionmarketing.co.uk)
WPP has plugged Google Earth AI into WPP Open, giving its marketers satellite and location data inside the company’s main artificial intelligence platform. (wpp.com) WPP announced the integration on April 22 at Google Cloud Next 2026 in Las Vegas. The company said it is one of the first media and marketing services groups to bring Google’s Earth AI models and datasets directly into a marketing workflow. (wpp.com) Google Earth AI is Google’s package of geospatial models and datasets — tools that read maps, satellite images and other location signals to answer questions about the physical world. Google introduced the product line in 2025 and has since expanded access and features through Google Earth and Gemini tools. (blog.google 1) (blog.google 2) WPP said the point is to connect online ad data with offline conditions such as store surroundings, traffic patterns, weather, movement and local demand. The company cited industry research showing that more than 80% of retail sales still happen offline. (wpp.com) (bizcommunity.com) The integration runs through WPP Open, the company’s internal platform for campaign planning, production and measurement. WPP describes Open as a single workspace that combines staff, client data and software agents in one system. (wpp.com 1) (wpp.com 2) WPP said brands will first use the new data in three areas: audience intelligence, planning and activation, and measurement. In practice, that means finding high-potential neighborhoods, adjusting media to local conditions and comparing campaign results against real-world footfall or store context. (wpp.com) (bestmediainfo.com) The deal extends a broader WPP-Google push that started in April 2024 and expanded again in October 2025. Those earlier agreements brought Google’s Gemini models, Vertex AI tools and data products into WPP Open and WPP Media’s Open Intelligence system. (wpp.com 1) (wpp.com 2) For analysts inside agencies, the change is less about a new dashboard than a new kind of data cleanup. Location signals have to be matched to stores, catchment areas and offline sales records, which often sit in separate systems with inconsistent identifiers. (decisionmarketing.co.uk) (prweek.co.uk) WPP is pitching that extra layer of geography as a way to make media buying more local and measurement less dependent on digital proxies alone. The test now is whether clients can turn satellite-scale intelligence into cleaner store-level decisions. (wpp.com) (mediaweek.com.au)
