WPP has acquired mobile ad serving and measurement company Medialets, as it looks to help clients measure mobile marketing ROI.
Medialets offers technology that helps marketers to manage and measure the complete ROI of their mobile ad campaigns. It was founded in 2008.
The New York-based company has major clients including American Express, HBO, Johnson & Johnson and SKY Sports television.
According to a WPP statement, the acquisition continues the group’s strategy of investing in “fast growing sectors such as digital”. It hopes that it will help it to reach its target of having 40 to 45% of revenue derived from digital sources.
North America is responsible for generating $6.7bn in revenues for WPP.
Earlier this week, WPP announced that it would be launching a marketing analytics company – Gain Theory – to help brands manage the overwhelming amount of data that is now available to advertisers.