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Ad Agencies May Be Seeing the Light – Can Broad-based Adoption of Conversion Optimization Be Far behind?

By: Raquel Hirsch
Date: January 30th, 2009

Ad Age reports that London-based WPP has forged a strategic alliance with web-analytics firm Omniture and made a $25 million investment in the company.

“From WPP’s perspective, analytics, measurement, optimization are increasingly important to our clients,” said Mark Read, WPP’s director of strategy and CEO, WPP Digital, as more than one-fifth, or about $4 billion, of WPP’s $15 billion in worldwide revenue now is derived from consumer insight.

This is excellent news for client companies that rely on their ad agency for marketing advice.

WPP-owned agencies are involved in the deal include G2, OgilvyOne, RMG, Wunderman, Enfatico, Schematic, Group M, 24/7 Real Media, Kantar and Enfatico – and more than 500 WPP executives will be trained in Omniture technologies.

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