San Francisco—Twitter Inc. has signed its second big agency advertising deal of the year, this time with global ad holding company WPP.
The agreement will include the launch of joint data products and services, the integration of Twitter data with key WPP media and analytics platforms, and a partnership approach to WPP clients and markets, according to a statement from WPP. The agreement encompasses such WPP units as GroupM, Kantar and Wunderman, and has the potential to expand Twitter ads into such countries as Brazil, Japan, Mexico and Turkey.
The deal is similar to the one Twitter announced in April
with Publicis Groupe's digital agency Starcom MediaVest Group, boosting Twitter ad slots for SMG clients and informing their campaigns with Twitter research data.