Twitter data will be used by the world’s largest advertising group

Twitter struck a deal with WPP, the largest advertising group in the world, to switch to tweeters’ data to make its campaigns more effective.

The various WPP companies around the world will be able to take advantage of the partnership. In Brazil, the company runs agencies such as Ogilvy, JWT and Newcomm / Y & R – which creates the advertisements for Casas Bahia.

In a statement, CEO Martin Sorrell said the partnership will be focused on targeted marketing. He stressed that Twitter information is a “key ingredient” in several of the WPP approaches.

With information from more than 200 million Internet users who use Twitter, WPP companies will be able to put advertisers’ money on the right track.

“We are looking forward to leveraging the platform in a variety of ways for our customers around the world,” commented the CEO.

Recently, Publicis Groupe, one of the main opponents of the WPP, announced a partnership with the microblogging network to “monetize” its audience. On occasion, CEO Maurice Levy said that this could be done in several ways – even in pop-ups or videos.

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