NEWS23 June 2014

WPP companies tap into Factual’s location data

US — A new partnership between The Data Alliance and Factual will enable WPP operating companies to leverage Factual’s location data.

The Data Alliance is the WPP company that supports the Group’s data business by enhancing access to data and data-driven marketing applications. Through the deal, companies such as GroupM, Kantar, JWT, Cohn & Wolfe and Wunderman can use Factual’s data, which maps the known location of mobile phones to physical places.

This is intended to enable contextualised, customised mobile experiences, as well as integration of location data into insights and analytics across the WPP network.