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June 17, 2010 11:22 AM EDT
WPP Plc, world's largest ad company by sales, on Thursday said its digital arm WPP Digital has made a strategic investment in US company Ace Metrix, a service provider of real time television advertising analytics and competitive intelligence.
No financial details were disclosed.
WPP and Ace Metrix will form a strategic partnership to provide marketers with fast access to in-market television advertising performance metrics, the company said in a statement.
WPP said the collaboration will help in marketing Ace Metrix's syndicated products to WPP' s clients and help develop new tools and approaches to help marketers increase the effectiveness of their advertising and marketing investments..
WPP, whose clients include Vodafone, Ford and Unilever, joins Leapfrog Ventures, Hummer Winblad Venture Partners and Palomar Ventures, who have invested in the Los Angeles-heaquartered Ace Metrix.
In April, the company had raised its key like-for-like full-year revenue forecast to 2 percent growth from a prior forecast of flat growth after a strong turnaround in the United States.
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At 11:59 BST, shares of WPP were up 4 pence at 704.50 pence on the London Stock Exchange.
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