Twitter Strikes Another Big Ad-World Deal, This Time With WPP Group
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WPP Group has signed a global strategic partnership with Twitter meant to let WPP take advantage of Twitter data to inform more effective campaigns and enhance ad targeting.
The companies plan to introduce new data products and services and to integrate Twitter data into WPP media and analytics platforms, they said in a statement describing the partnership, which will encompass a range of WPP companies including media network GroupM, consumer insights business Kantar and digital agencies including Wunderman.
The pact comes soon after WPP rival the Publicis Groupe announced a deal between its Starcom MediaVest network and Twitter, giving Starcom clients such as Procter & Gamble and Coca-Cola first dibs on premium Twitter inventory and new ad units still on the drawing board, among other elements.
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