WPP to acquire Crystal Semantics
What? WPP has acquired Crystal Semantics.
Why it matters? Crystal Semantics is an advertising solutions provider which reduces risks of inappropriate advertising placement.
24/7, WPP digital’s marketing technology subsidiary, has announced that it will acquire advertising solutions provider Crystal Semantics.
Crystal Semantics matches advertising to the meaning of a page of web content, which reduces the risks of inappropriate advertising placements.
With the acquisition, the combined companies will strengthen advertisers and publishers by increasing relevance and enhancing brand protection.
This investment is part of WPP's strategy of consolidating the group's capabilities in digital media and in mobile advertising.
According to WPP : “WPP's digital revenues were well over US $5bn in 2012 and represented 33% of total group revenues of US $16.5bn. The group is targeting at least 40-45% of incomes to come from each of fast-growth markets and new media over the next five years.”
Financial details of the deal were not revealed.