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WPP has formed a strategic partnership with ad effectiveness tracker Ace Metrix, the companies said today. The agreement includes an investment in Ace via WPP Digital.
As a result of the deal, Mary Ann Packo, CEO of WPP research arm Millward Brown North America, will join the Ace board of directors.
Now, Ace will work with WPP units including research operation Kantar, which focuses on consumer insights. The pact will also facilitate the marketing of Ace’s syndicated products to clients of WPP companies and the joint development of tools and approaches for measuring ad effectiveness, the firms said.
Word of the deal comes a month after Ace put a new CEO in place –advertising analytics veteran Peter Daboll (pictured above) — who succeeded Steve Goldman, a co-founder of the company.
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