WPP Group invests in analytics company Omniture

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Davos, Switzerland—Communications and advertising holding company WPP Group has made a $25 million investment in Web analytics company Omniture Inc. The investment is aimed at helping WPP develop enhanced analytical solutions and take advantage of Omniture’s online optimization technologies.

WPP companies involved in the partnership include 24/7, Bridge Worldwide, Enfatico, G2, Group M, Kantar, OgilvyOne, Real Media, RMG, Schematic, VML, Wunderman and ZAAZ.

The deal calls for the training of more than 500 WPP employees on Omniture products and solutions within a year, with full integration expected in 18 months. In addition, WPP marketing technologies and data would be merged into the Omniture Genesis platform.

Omniture is based in Orem, Utah.

—Christopher Hosford

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