WPP’s Data Alliance has entered a global partnership with Facebook to give marketers access to new data-driven solutions that can “deliver personalisation at scale” on the social networking platform.

For the first time ever, brands will be able to activate WPP’s proprietary data assets within Facebook. Data assets from GroupM, Kantar and Wunderman’s KBM Group will be connected and activated on Facebook in a way that “respects consumer privacy”, according to a company statement.

The partnership will allow WPP’s marketers, planners and buyers access to various combinations of WPP and Facebook data assets, insights, and new audience building solutions.

WPP’s clients will be able to create sophisticated 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 measure effectiveness with online and offline sales impact in multiple countries.

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

Eric Salama, chief executive of Kantar, said: “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.

“Now we can leverage those learnings for our clients and make them actionable on Facebook.”

Harvey Goldhersz, chief data officer of GroupM, said: “Facebook and WPP companies work well together. It was only natural we would want to find more ways to work smarter together.

“As strategic partners, we want to bridge the measurement gap for brands and help clients develop more meaningful relationships with consumers. This partnership allows us to do that through collaboration, innovation and data activation,” he added.

Patrick Harris, director, global agency development at Facebook, added: “We are committed to deepening our partnerships with the agency ecosystem across technology, media, and data.

“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.”