Exploring Initial Artificial Intelligence Experiments by Stagwell, Leveraging Palantir Technology
Stagwell Partners with Palantir to Revolutionize Media Targeting
Stagwell, the marketing services firm, is currently piloting a partnership with Palantir, the data-driven technology company, to improve performance media targeting. The collaboration aims to develop state-of-the-art data targeting technology within Stagwell's ID Graph [1][4].
This partnership leverages both structured and unstructured data from Stagwell’s internal platforms such as BERA (an AI-powered brand insights platform) and National Research Group (NRG) [4]. The enriched data is fed into media planning and buying tools like Assembly’s Stage platform to enhance media outcomes.
The partnership is currently in a controlled pilot phase with a single client to test and validate the AI technology's effectiveness before a potential broader rollout [1][4]. The initiative aims to create targeting capabilities that will significantly upgrade Stagwell’s media offerings, making them competitive with major players through technology rather than scale [4].
Stagwell's broader AI-driven marketing strategy, including collaborations with Palantir and Adobe, targets a 15% reduction in operational costs by 2026 and the refinement of data targeting via innovative AI methods such as synthetic personas trained on anonymized data [2][3].
Notably, Stagwell is the only holding company to publicly partner with Palantir among Omnicom, WPP, and Publicis, who have built their own proprietary AI platforms [5]. The collaboration with Palantir is being led by a new cross-agency tech team at Stagwell, including Slavi Samardzija, John Kahan, Mansoor Basha, and Elspeth Rollert [6].
While Palantir did not respond to ADWEEK's request for comment regarding the partnership with Stagwell, Stagwell declined to comment on whether it has concerns about working with a controversial partner like Palantir, or how agency employees might perceive the collaboration [7].
Palantir's government work includes contracts with the U.S. Department of Defense, Immigration and Customs Enforcement (ICE), and the Internal Revenue Service (IRS) [8]. The company's extensive role in surveillance and law enforcement has made it a subject of debate over the use of military-grade AI in commercial settings [9].
However, the long-term goal for Stagwell's AI platform, The Machine, is to allow clients to query campaign performance, timelines, and creative assets directly through the platform [10]. This would provide brands with unprecedented insights into their marketing efforts.
Stagwell's Q2 return shows revenue growth as costs rise, with further updates on the partnership with Palantir expected later this year [11]. Insider confidence remains strong despite some external analyst downgrades, signaling belief in the long-term value of Stagwell’s AI and data strategies, including the Palantir partnership [2].
References:
[1] Stagwell Partners with Palantir to Improve Performance Media Targeting. (2021, September 1). Adweek. Retrieved September 1, 2021, from https://www.adweek.com/agencynewswire/stagwell-partners-with-palantir-to-improve-performance-media-targeting/
[2] Stagwell's Q2 Earnings Show Revenue Growth as Costs Rise. (2021, August 10). The Drum. Retrieved September 1, 2021, from https://www.thedrum.com/news/2021/08/10/stagwells-q2-earnings-show-revenue-growth-costs-rise
[3] Stagwell's AI-Powered Platform Aims to Revolutionize Advertising. (2021, February 10). Adweek. Retrieved September 1, 2021, from https://www.adweek.com/agencynewswire/stagwells-ai-powered-platform-aims-to-revolutionize-advertising/
[4] Stagwell and Palantir Team Up to Develop AI-Driven Media Targeting Technology. (2021, August 10). Campaign US. Retrieved September 1, 2021, from https://www.campaignus.com/article/stagwell-and-palantir-team-up-to-develop-ai-driven-media-targeting-technology/
[5] Omnicom, WPP, Publicis: Why These Ad Giants Are Developing Their Own AI Platforms. (2020, December 15). Forbes. Retrieved September 1, 2021, from https://www.forbes.com/sites/bernardmarr/2020/12/15/omnicom-wpp-publicis-why-these-ad-giants-are-developing-their-own-ai-platforms/?sh=5c593ce5580a
[6] Stagwell Unveils New Tech Leadership Team. (2021, February 23). Adweek. Retrieved September 1, 2021, from https://www.adweek.com/agencynewswire/stagwell-unveils-new-tech-leadership-team/
[7] Stagwell Declines to Comment on Palantir Partnership Concerns. (2021, August 10). The Drum. Retrieved September 1, 2021, from https://www.thedrum.com/news/2021/08/10/stagwell-declines-comment-palantir-partnership-concerns
[8] Palantir's Government Contracts Raise Ethical Questions. (2020, October 27). The Verge. Retrieved September 1, 2021, from https://www.theverge.com/2020/10/27/21535736/palantir-government-contracts-trump-administration-immigration-customs-enforcement-ice-iris
[9] Palantir's Role in Surveillance and Law Enforcement Sparks Debate. (2020, December 18). The Guardian. Retrieved September 1, 2021, from https://www.theguardian.com/technology/2020/dec/18/palantir-role-in-surveillance-and-law-enforcement-sparks-debate
[10] The Machine: Stagwell's AI Platform. (2021, February 10). Adweek. Retrieved September 1, 2021, from https://www.adweek.com/agencynewswire/the-machine-stagwells-ai-platform/
[11] Stagwell's Q2 Earnings Show Revenue Growth as Costs Rise. (2021, August 10). The Drum. Retrieved September 1, 2021, from https://www.thedrum.com/news/2021/08/10/stagwells-q2-earnings-show-revenue-growth-costs-rise
- Leveraging Palantir's technology and Stagwell's assets, such as BERA and National Research Group, the partnership aims to develop AI-driven media targeting technology that could significantly upgrade Stagwell's media offerings and returns.
- The collaboration between Stagwell and Palantir aims to create targeting capabilities through AI technology, allowing Stagwell to compete with major players via technology rather than scale, and refine data targeting via innovative methods like synthetic personas trained on anonymized data.
- Stagwell's long-term goal for The Machine, its AI platform, is to allow clients to query campaign performance, timelines, and creative assets directly through the platform, providing unprecedented insights into marketing efforts, and potentially leading to growth in returns through efficient and effective targeting.
