Just a few weeks after signing a substantial advertising deal with Starcom Mediavest Group — a major global ad buyer for companies like Walmart and Coca-Cola — Twitter has signed a similar agreement with WPP Group, one of the world’s largest advertising firms. Although no financial details have been released, WPP calls the deal a “global strategic partnership.” It’s the latest in a series of moves by Twitter that are designed to make it easier for advertisers to target consumers based on their activity, and thereby boost Twitter’s revenue.
A WPP release says that the partnership will allow the group’s various units to “leverage Twitter data” in order to deliver more effective campaigns, “enhanced targeting” and more real-time insight for the firm’s clients, and that the two will work together to approach key clients. Sir Martin Sorrell, the chairman of WPP, said Twitter’s relevance continues to grow “not only as a social platform, but also as a window into consumer attitudes and behaviour in real time.”
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