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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.”