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WPP’s Data Alliance and Factual Partner to Enhance WPP’s Mobile Marketing with Location Data

Today we are excited to announce a data partnership with WPP’s Data Alliance that enables WPP operating companies to leverage our full suite of location data and location-based ad targeting and mobile personalization products to enhance their mobile marketing capabilities.

Through the deal WPP companies, such as GroupM, Kantar, JWT, Cohn & Wolfe, and Wunderman can leverage our Global Places data, which covers more than 65 million businesses and other points of interest in 50 countries, as well as our Geopulse Audience and Geopulse Proximity products.

Factual’s products will be integrated into WPP operating companies’ solutions and services, including the Xaxis programmatic platform. New data connections within the Group will allow marketers to create and deliver highly compelling and contextualized mobile experiences, including customization of mobile app content. Beyond mobile experiences, the location data will be integrated into insights and analytics across WPP’s network.

“Mobile platforms and data enable us to bring together the digital and physical worlds,” said Nick Nyhan, CEO of The Data Alliance. “Factual is a global data source that can help clients make minute-by-minute, geo-specific decisions so they can deliver the right content at the right time… and in the right place.”

“Earlier this year Xaxis increased the relevancy of real-time mobile advertising based on what people watch on broadcast TV through Sync,” said David J. Moore, Chairman of Xaxis. “With Factual’s data Xaxis can increase relevancy based on geography.”

As WPP drives toward growing global data assets, our partnership is another step to empower WPP Group companies to be more effective in the mobile space and reach new consumers in emerging markets.

WPP has a rich history of being in the vanguard of those thinking about how new technologies will transform marketing. The way they are thinking about data and mobile is truly innovative, and we are looking forward to working with them to drive mobile marketing forward.

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