FAN works with advertisers to develop campaigns to run across News Corp’s online content portfolio. Under the terms of the deal, WPP group companies will be able to tap FAN’s audience segmentation service to aid their planning and measurement efforts.

Specifically, web analytics firm Compete will integrate certain features of FAN’s audience insights platform into its own Compete PRO digital measurement and reporting service, while WPP’s ZAP digital advertising platform will add elements of FAN’s media planning suite.

In return, WPP’s Kantar group business will share retail and other information on an anonymous business with FAN, which says it will use the data to provide “more robust audience segments” to advertisers.

Fox Audience Network president Adam Bain (pictured) said: “In working with WPP, we gain a valuable partner as we extend our audience insights platform, which already covers more than 80% of online consumers in the US, into the most comprehensive audience analytics service in the industry.”