Google and WPP announce more media research grants
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US— Google and WPP have awarded grants to 11 research projects as part of their joint programme to fund studies into online media.
This is the second round of grants in the three-year, $4.6m programme.
Questions to be dealt with by the researchers include how the relevance of internet advertising to its context changes its effect; whether online audience metrics can be used to predict brand performance; and how consumers respond to mobile location-based advertising.
Most of the grants went to projects based at universities in the US, but some involve researchers in the UK and Israel.
The programme is overseen by John Quelch, senior associate dean of Harvard Business School and a non-executive director of WPP, and Hal Varian, Google’s chief economist, and Glen Urban (pictured), former dean of the Sloan School of Management at MIT.
