Now WPP snaps up digital policeman Crystal Semantics

UnknownWPP has bought UK firm Crystal Semantics which purports to match advertising to the content of web pages, thereby reducing the chances of it appearing where it shouldn’t – on porn sites and the like.

Crystal Semantics will come under the 24/7 umbrella which, in turn, is being rolled into WPP’s Xaxis media data operation.

WPP boss Sir Martin Sorrell, widely suspected of lining up a bid for Interpublic, is sticking to his word of making smaller acquisitions, particularly in digital. The strategy seems to be to steal a march on the about-to-be-merged Omnicom and Publicis Groupe by building an even bigger position in digital media while the two-into-one rivals are still sorting out their combined offering.

Digital now accounts for nearly a third of WPP’s $16.5bn revenue and WPP Digital now includes agencies Blue State Digital, Possible, Rockfish, and in Brazil; technology companies 24/7 Media, Acceleration, Hogarth and Salmon; as well as investments in technology companies including eCommera, mySupermarket and Fullscreen.

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