WPP's Data Alliance, Facebook Expand Global Alliance

WPP’s Data Alliance and Facebook have expanded a global partnership giving marketers access to new data-driven audience building and measurement tools that deliver personalization at scale on Facebook, the companies said Tuesday.

For the first time, marketers can activate WPP’s proprietary data assets within Facebook. Those assets, from GroupM, Kantar and Wunderman’s KBM Group, will be connected and activated on the social network. The partners said those connections would be made in a way that “respects consumer privacy.”

The new tools are designed to help WPP clients effectively create campaigns across all Facebook ad formats, including video, photo, and link ads on both mobile and desktop.

WPP companies will also work with Facebook to develop techniques that better measure effectiveness with online and offline sales impact in multiple countries, enhance mix modeling and deepen Facebook Insights.

In addition, there will be joint research and thought leadership on new metrics, services and solutions that help brands better leverage Facebook to reach consumers.

“We gather insights on millions of consumers each year on what people buy and why, including product assortment, retail strategy, brand health, copy testing, campaign effectiveness, media measurement, earned media monitoring and purchase data,” said Eric Salama, CEO of Kantar. “Now we can leverage those learnings for our clients and make them actionable on Facebook."

“KBM Group cultivates data that allows marketers to paint rich pictures of consumers,” said Gary S. Laben, CEO of KBM Group and global chief data officer of Wunderman. “Of equal importance is helping brands interact with consumers in ways that will delight the consumer. This partnership with Facebook provides a very meaningful way to help clients connect with consumers in highly relevant ways, even in emerging markets.”

“We are committed to deepening our partnerships with the agency ecosystem across technology, media, and data,” said Patrick Harris, director, global agency development at Facebook. “This global data partnership lays the foundation to provide WPP clients choice in the data they use for media solutions and the proper tools to effectively measure tangible business results on Facebook.”

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