WPP hikes stake in TAM analysis software company TechEdge

TechEdge licenses a range of software products to broadcasters and media companies, enabling users to analyse, interpret and action respondent level TAM data

BestMediaInfo Bureau | Delhi | June 19, 2015

WPP has announced that it has increased its stake from 20% to 49% in TechEdge, a leading supplier of software that enables the analysis of TV audience measurement (TAM) data.

TechEdge licenses a range of software products to broadcasters and media companies, enabling users to analyse, interpret and action respondent level TAM data. For example, broadcasters can review TV audience patterns, whilst media companies use TechEdge's products to optimise advertising allocation by channel and time of day.

TechEdge was founded in Denmark in 2000 by Andreas Velter (CEO) and Henrik Sahlholt (CTO). MEC (part of GroupM, WPP's data investment management division) invested in the company in 2001.

This investment continues WPP's strategy of developing its services in fast-growing and important markets and sectors and strengthening its capabilities in digital media. WPP's digital revenues were US$6.9 billion in 2014, representing 36% of the group's total revenues of US$19 billion. WPP has set a target of 40-45% of revenue to be derived from digital in the next five years.

WPP's data investment management companies (including associates) collectively generate revenues of around US$5 billion and employ more than 34,000 people.

Info@BestMediaInfo.com

Info@BestMediaInfo.com