A Glimpse at Stagwell's Initial AI Experiments with Palantir
Stagwell and Palantir Partner to Enhance Media Targeting
In a significant move towards leveraging advanced AI technology, marketing holding company Stagwell has partnered with Palantir to develop state-of-the-art data targeting tools within Stagwell's ID Graph. This partnership is expected to bring about further updates later this year.
The collaboration is currently in a pilot phase with a single client, serving as a controlled trial to test the effectiveness of Palantir's AI on Stagwell's internal data platforms before wider rollout. The aim is to create tools that help Stagwell compete effectively in the digital marketing landscape driven by AI technology.
Stagwell's ID Graph integrates structured and unstructured data from across its network, and the partnership involves using Palantir's advanced data analysis capabilities to enhance this system. The data is being used in platforms such as BERA (an AI-driven brand insights tool) and the National Research Group, feeding into media planning systems like Assembly’s Stage to achieve better targeting and media outcomes.
Palantir's AI is also being tested on internal data platforms like BERA and National Research Group. However, the company's extensive role in surveillance and law enforcement has made it a controversial partner in the commercial setting. Reports suggest that Palantir built a centralized "mega-database" of sensitive U.S. citizen information under the Trump Administration, drawing scrutiny from lawmakers over potential privacy violations.
Despite these controversies, Stagwell is the only holding company to publicly partner with Palantir, developing advanced military-grade targeting to enhance the utilization of Stagwell's unique datasets. The collaboration is being led by a new cross-agency tech team at Stagwell, including Slavi Samardzija, John Kahan, Mansoor Basha, and Elspeth Rollert.
Stagwell is also developing an AI platform called The Machine, which centralizes and automates workflows and content creation. The long-term goal for The Machine is to allow clients to query campaign performance, timelines, and creative assets directly through the platform.
The data from these platforms is being used to fuel better media outcomes through systems like Stage and Assembly’s media planning and buying platform. The partnership with Palantir is part of Stagwell's broader AI-driven marketing strategy, which includes strategic partnerships with Adobe, aiming to reduce operational costs by 15% by 2026 while enhancing data targeting through AI-powered tools and synthetic personas trained on anonymized data to anticipate consumer behavior.
It's worth noting that Palantir works with commercial clients including Airbus, BP, Merck, and Ferrari, helping them integrate data to optimize operations. However, Palantir did not respond to ADWEEK's request for comment regarding the partnership with Stagwell.
Stagwell returned to revenue growth in Q2, but costs also rose. The company's strategic partnerships, including the one with Palantir, are expected to contribute to future growth and cost savings.
References:
[1] ADWEEK (2021). Stagwell and Palantir Partner to Develop Advanced Data Targeting Tools. [online] Available at: https://www.adweek.com/agencies/stagwell-and-palantir-partner-to-develop-advanced-data-targeting-tools/
[2] ADWEEK (2021). Stagwell Q2 Earnings: Revenue Grows, But Costs Rise. [online] Available at: https://www.adweek.com/agencies/stagwell-q2-earnings-revenue-grows-but-costs-rise/
[3] AdExchanger (2021). Stagwell Partners with Palantir to Improve Media Targeting. [online] Available at: https://adexchanger.com/data-exchange/stagwell-partners-with-palantir-to-improve-media-targeting/
[4] Campaign US (2021). Stagwell's New AI Platform Aims to Reduce Operational Costs by 15% by 2026. [online] Available at: https://www.campaignus.com/article/stagwell-new-ai-platform-aims-reduce-operational-costs-15-2026/
[5] MediaPost (2021). Stagwell and Palantir Partner to Test AI-Powered Media Targeting. [online] Available at: https://www.mediapost.com/publications/article/358086/stagwell-and-palantir-partner-to-test-ai-powered-m.html
- The partnership between Stagwell and Palantir, aimed at enhancing data targeting tools, is anticipated to lead to growth in Stagwell's revenue, with the collaboration utilizing Palantir's advanced AI technology on Stagwell's internal data platforms.
- The joint effort between Stagwell and Palantir also involves the use of Palantir's AI on platforms such as BERA and National Research Group, with the goal of improving media planning and buying, and achieving better targeting and media outcomes.
- As part of Stagwell's broader AI-driven marketing strategy, the company is developing an AI platform, The Machine, aimed at reducing operational costs by 15% by 2026, while increasing data targeting capabilities through AI-powered tools and synthetic personas trained on anonymized data.
