Integration connects Future’s Aperture data platform with InfoSum’s privacy-first data collaboration infrastructure, including making Future’s high-intent audience signals available across agency planning workflows

NEW YORK, US & LONDON, UK – Future, the global media company behind brands like Tom’s Guide, TechRadar, PC Gamer, and Who What Wear, has partnered with InfoSum, a WPP company and the leading data collaboration platform, to provide advertiser and agency planners with privacy-first, real-time access to high-intent publisher audiences within their existing workflows.

As part of the integration, Future’s first-party audience capabilities will be available within Open Intelligence, WPP’s shared intelligence layer inside WPP Open, giving WPP Media planners access to richer content consumption and intent signals to inform planning and activation for client campaigns.

The integration connects Future’s industry-leading predictive audience intelligence​ engine, Aperture,​ with InfoSum’s privacy-first infrastructure, enabling planners to access, analyze, and activate Future’s audience segments in real time within existing environments.  Planners can securely match client and Future first-party data to target existing and prospective customers, expand reach to new audiences with similar interests and intent, and apply those insights to broader campaign planning, including experiential and offline activations.

Aperture uses Future’s first-party behavioral signals across its portfolio of more than 170 media brands to build predictive intent segments. Its data science behind the platform uncovers both expected and unexpected audience intersections, revealing signals that traditional targeting may overlook. For example, a brief for a fashion retailer identified expected fashion and beauty audiences alongside less obvious, high-intent segments such as coupon seekers and tennis enthusiasts. Across recent retail, tech and fashion campaigns, Aperture has delivered double-digit increases in click-through rates, improved Return on Ad Spend (ROAS) and reduced Cost Per Acquisition (CPA).

Through InfoSum’s data collaboration infrastructure, advertisers can plan and activate media using high-intent consumer signals without moving, centralizing, or exposing sensitive information, or compromising data security.  

The partnership supports Future’s broader strategy to scale its first-party audience intelligence across major agency and advertiser workflows as demand grows for privacy-first, high-intent publisher data. By making Aperture accessible closer to the point of planning and activation, Future is reducing friction between publisher intelligence and media investment decisions.

Mike Peralta, Global CRO at Future, said:

‍“Agencies need seamless access to high-intent publisher data directly within the tools they use every day. By bringing Aperture into WPP Open Intelligence via InfoSum, we are removing friction for planners and making it easier to leverage our rich, intent-driven audience intelligence at scale. This partnership ensures advertisers can identify and activate high-performing predictive audiences across our portfolio of trusted, authoritative brands with maximum precision.”

Nick Henthorn, ​Global Head of ​​InfoSum, Data and Technology Solutions​, WPP said:

"Rich publisher intelligence becomes significantly more valuable when planners can access it where they already work, without requiring the underlying data to move or be centralized. Partnering with Future enables us to make its actionable audience signals available directly within agency workflows while preserving data privacy and control. It’s a powerful example of how decentralized data collaboration can make first-party intelligence more accessible and actionable at scale.”