(Sharecast News) - WPP announced on Thursday that its GroupM division has acquired data science company Sandtable, which specialises in behavioural analytics and advanced simulations.
The FTSE 100 advertising behemoth said Sandtable was "pioneering" the use of simulations to understand human behaviour, explore future scenarios and support better strategic decision making.
"A world-leading specialist in agent-based modelling (ABM), Sandtable offers cutting-edge analytical capabilities to help clients develop more effective strategies in complex, changing markets," WPP said in its statement.
It said Sandtable, founded in 2009, is based in London and employs skilled data scientists, software engineers, behavioural scientists and strategic planners.
"Integrated into GroupM's technology practice, the acquisition is in line with WPP's strategy to deepen its technology offer by further strengthening its investment and innovation in data science.
"Sandtable will make GroupM the first media agency group to purposefully invest in ABM."
The deal terms were not disclosed.
At 1008 GMT, shares in WPP were down 2.63% at 741.6p.
WPP (WPP)25 Apr 2024 10:00
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