WPP has acquired a majority stake in marketing technology solutions firm Acceleration, via its WPP Digital group.

Acceleration was founded in 1999 and has offices in Buenos Aires, Cape Town, Dubai, Johannesburg, London and New York. The firm employs 148 marketing technologists and provides services including behavior-driven content and path optimization using multivariate testing, web analytics, mobile and web app tracking and measurement, and social media marketing dialog management and measurement.

Combined audited revenues for the year ended 31 December 2011 were US$16.8m. Wpp says the deal continues its strategy of investing in digital capabilities, aiming for a target of getting 35-40% of its revenue from digital in the next five years.

Web sites: www.wpp.com and www.acceleration.biz .

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