NEWS19 July 2010

WPP takes stake in digital ad measurement firm Moment Systems

Asia Pacific M&A

CHINA— WPP Digital, the WPP group’s digital investment arm, has bought a minority stake in Leading Smart Holdings, which in turn owns a controlling interest in Beijing-based digital ad measurement agency Moment Systems.

The firm invested in a series A preferred share round of funding alongside private equity house Redpoint Ventures.

Moment Systems was formed in 2006 and currently employs 90 staff.

Last year it agreed a licensing deal with WPP-owned research agency Millward Brown, giving MB’s clients access to its digital advertising monitoring system, which is built around a database of some 250m Chinese internet users.

Specifics of the financing have not been disclosed. WPP characterised the investment as part of its strategy to invest in fast-growing markets and “strengthen its capabilities in digital media”.