WPP Media Canada Elevates Campaign Targeting, Client Insight & Productivity

WPP Media is the global media investment division of WPP, the world's largest marketing and advertising services company. The Advanced TV division of WPP Media, specializes in addressable TV and location-driven audience targeting across Canada.

WPP (formerly GroupM Nexus) faced growing pressure to prove the precision and performance of location-based advertising - particularly in competitive sectors like automotive retail.

Despite being pioneers in postal-code-level targeting, the team struggled with manual workflows, siloed data, and time-intensive map creation that slowed client reporting and hindered operational efficiency.

Key challenges included:

• Limited Campaign Visibility
• Manual Data Processes
• Inefficient Client Communication
• Lack of Centralized Data

• 80%+ Faster Map Creation: Reduced map-building time from 4–5 hours to under 1 hour.
• $80K to $90K CAD Annual Savings: Eliminated the need for manual ETL processes, freeing up precious data engineering resources.
• Used in 25% of campaigns: Visualizations used across retail and automotive campaigns boost trust and retention.
• Single Source of Truth: All teams work from unified data tables across CARTO and Looker.

CARTO integrates with WPP Media Canada's Google Cloud Platform to streamline real-time targeting and map generation for client campaigns. The platform is core to campaign execution and client reporting across departments.

CARTO is the Location Intelligence platform built to run natively within Google's BigQuery data warehouse. This seamless integration breaks down GIS data silos, empowering organizations to transform spatial analysis into business-critical decisions directly inside your cloud environment.

CARTO’s platform eliminates slow and ungovernable ETL processes, and ensures enterprise-grade speed, scalability and security. Geospatial teams gain native access to the full power of Google Cloud’s open, serverless architecture - including Apache Iceberg with BigLake, BigQuery ML, Vertex AI, Gemini Enterprise, Google Research's geospatial Foundation Models, Google Earth Engine, and Google Maps APIs.

In addition, CARTO's end-to-end platform offers rich geospatial visualizations, advanced geospatial functions in the Analytics Toolbox, low-code design for scalable repeatable automations, spatial data catalogue, and app development toolkit - all available through the Google Cloud Marketplace.

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