WPP PLC, the world's biggest advertising company has combined forces with Twitter. The ad agency aims to have a better focus towards advertising by using consumer data through Twitter.
On Thursday, WPP announced the strategic partnership with Twitter along with its agencies GroupM and Kantar. They will use the social media's data trove to get customer behavior insight to be able to determine where to spend its ad dollars.
WPP CEO Martin Sorrell said in a statement that Twitter is not only a social platform but also a window towards the attitude of consumers. He also added that Twitter's relevance continues to grow along with its real time feature in determining the behavior of its clients towards products and services.
Twitter has more than 200 million users which actively interact through its social platform. In recent months, it has made serious efforts to court Madison Avenue to increase revenue. This will make it better compete with rivals Google and Facebook.
Last April, Twitter signed a partnership deal valued at hundreds of millions of dollars with Starcom MediaVest Group.
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