Driving relevance means driving growth. Join global brands and industry thought leaders at Brandweek, Sept. 11–14 in Miami, for actionable takeaways to better your marketing. 50% off passes ends April 10.
WPP’s media investment arm GroupM has purchased data science outfit Sandtable, as the holding group continues to implement its three-year turnaround plan.
Financial details of the deal were not publicly disclosed. The U.K.-headquartered Sandtable has already been integrated into GroupM’s technology practice, according to a statement announcing the transaction.
According to documents Sandtable filed with Companies House, the central registry for U.K. businesses, the company was originally incorporated in 2005, and lists its CEO, Andrew Skates, along with WPP officials as people with “a significant control” of the outfit.
A statement from WPP claims the purchase will help it use data science to understand human behavior using agent-based modeling (ABM), making GroupM “the first media agency group to purposefully invest in ABM.”
Sandtable
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in