WPP signs deal with DataSift for social data access
WPP’s Data Alliance has signed a deal with DataSift, which will see all WPP companies able to access social data assets from more than 20 digital platforms, including Twitter, Tumblr and Facebook.
The partnership comes as WPP looks to focus on growing its new media and data investment management businesses, and will allow data assets including TV viewership, research panels, purchase, and consumer data from around the globe to be used for insights, audience building and brand tracking.
“WPP was already the leading integrated communications services company and is now becoming a leading integrated data company in how we leverage data cultivated from multiple sources,” said Nick Nyhan, chief digital officer of Kantar and CEO of The Data Alliance.
Rob Bailey, CEO of DataSift, said: “The DataSift partnership to power WPP’s agencies provides unprecedented access to social data, allowing WPP clients to understand audiences, brand engagement and campaigns more effectively.”
WPP companies include GroupM, Wunderman, Kantar, JWT and Cohn & Wolfe.
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