Palantir, Stagwell Partner to Launch AI Platform for Marketers
The partnership is centred around building an AI and data platform that offers clients a fast path to a central source of marketing and advertising targeting information, unlocking new ROI for corporate marketers.
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Palantir Technologies Inc. and Stagwell have announced a partnership centred around an AI-driven platform for marketers that will bring together data and AI to increase marketing ROI.
The new solution pairs Palantir’s Foundry with Code and Theory’s orchestration-level software and The Marketing Cloud’s proprietary data sources and solutions.
This combination creates tools for large, complex teams to create and implement marketing programs at scale. Stagwell is also using novel differential privacy technology to protect the data.
The Palantir-Stagwell partnership is already seeing client adoption of its early MVP model in the United States through Stagwell’s media company, Assembly. Stagwell plans to roll out the offering to the broader network and clients on an opt-in basis in the coming months.
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Clients will have access to a central hub for marketing that enables a wide range of use cases, including audience alignment optimisation and campaign management.
The platform is AI-based to enable large companies to access and append their marketing data to create agents that will then implement complex marketing processes.
The platform allows large enterprises to sift through tens of millions of records to identify, segment, and better understand audiences — helping improve brand performance strategies and maximise overall ROI before launching campaigns.
It will be sold as a standalone platform that companies can use to monitor and enhance their marketing efforts. The platform could also be applied to augment supply chain analysis and solve regionalisation problems of large networks.
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“Palantir’s partnership with Stagwell will make marketing more dynamic,” said Alex Karp, CEO and Co-Founder of Palantir. “Our software supercharges the speed of metrics collection and revolutionises data integration capabilities. That unlocks value for both Stagwell and its clients.”
“This is the holy grail of marketing brought to life,” said Mark Penn, Chairman and CEO of Stagwell. “This enables large enterprises to enhance their marketing processes utilising advanced targeting and AI capabilities so that data can be used and implemented to increase bottom-line results.”
“We expect to drive this into a significant business over the coming years as part of The Marketing Cloud,” Penn added, “generating potentially hundreds of millions of dollars in revenue.”
Jonathan Schottenstein, president of American Signature Inc., said, “We are proud to be one of the first to pilot the Stagwell/Palantir tool and see how we can start applying it to new applications. We are very excited for the potential of what the model can unlock in better understanding our customers and helping to increase our effectiveness.”
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