WPP has partnered with Twitter to give advertisers deeper insight into how people use the social network.
The deal will see data from Twitter integrated into WPP’s existing media and analytics platforms.
Both firms will also create new products and services designed to deliver more data-driven brand campaigns on the social network.
The venture aims to allow the advertising network’s clients, including Tesco, Adidas and News International to easily collect information on how content is shared on Twitter.
Until now, WPP has worked with Twitter on a brand-by-brand basis.
Commenting on the move, Sir Martin Sorrell, chief executive of WPP, says the move signals Twitter’s “relevance” as a “window into consumer attitudes and behaviour in real time”.
He adds: “We are delighted to announce this very wide-ranging strategic partnership and to ensure that Twitter data is a key ingredient in many of our disciplines. We look forward to leveraging the platform in a variety of ways for our clients around the world.”
WPP’s deal comes just months after Starcom MediaVest Group announced a similar deal with the social network. It is the latest attempt by online companies such as Facebook and Google to reach out to advertisers.