WPP Takes Stake in Omniture

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NEW YORK WPP Group and Omniture have concluded a collaboration agreement through which the holding company will invest $25 million in the analytics firm.
 
The firms agreed to work together on product development, with WPP shops like OgilvyOne, Wunderman, Enfatico, GroupM and 24/7 Real Media participating.

The plan calls for WPP in 12-18 months to shift its own technology and data products onto Omniture’s platform. This includes 24/7’s ad-serving systems and TNS’ data collection platforms.
 
The agreement is a testament to WPP CEO Martin Sorrell’s belief that ad holding companies must branch out beyond their traditional expertise in media and creative.

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