WPP Invests In US Advertising Measuring Firm Ace Metrix

17th Jun 2010 11:38

PARIS (Dow Jones)--Advertising giant WPP PLC (WPP.LN) Thursday said its digital arm has made a strategic investment in U.S.-based advertising measuring firm Ace Metrix. The investment in Ace Metrix, a provider of real-time television advertising headquartered in Los Angeles, continues WPP's strategy of investing in measurable marketing disciplines, the company said in a statement. WPP joins previous investors Leapfrog Ventures, Hummer Winblad Venture Partners and Palomar Ventures, the group said, without providing financial details. In connection with the investment, WPP and Ace Metrix will form a strategic partnership to provide marketers with fast access to in-market television advertising performance metrics. "This collaboration will result in the marketing of Ace Metrix syndicated products to clients of WPP companies and the development of new tools and approaches to help marketers increase the effectiveness of their advertising and marketing investments," WPP said. -By Ruth Bender, Dow Jones Newswires; +33 1 40 17 17 54; [email protected] (END) Dow Jones Newswires June 17, 2010 06:38 ET (10:38 GMT)