WPP has acquired Medialets, a company that developed the ability to help measure return on investment (ROI) of mobile ad campaigns.
The acquisition would help WPP improve its ability to report accurate ROI to its clients, according to a statement from WPP.
Medialets, which was founded in 2008, has worked with many major brands, including Johnson & Johnson, HBO, and American Express. The company boasts 50 employees worldwide.
WPP hopes that the acquisition will help it reach its target of having 40-45 per cent of revenue derived from digital sources. Currently, data accounts for 36 per cent of its total revenues.
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