WPP Buys Product Data Firm FusePump

WPP's digital agency network Wunderman has acquired London-based product data specialist FusePump for an undisclosed sum.

Founded in 2009 by Robert Durkin, Lee Cash and Chris Conn, FusePump extracts product data from e-commerce web sites and other data sources, and then manages the remarketing of these products into hundreds of online marketing channels and advertising applications. This enables online advertisers to match products against consumer searches. The firm employs 50 staff, and its consolidated unaudited revenues for the year ended 31st December 2013 were £3.0m.

Through the deal, Wunderman will gain access to FusePump's technology and platforms such as 'BuyNow', a solution which refers consumers to product offers, along with a suite of affiliate marketing tools which enable marketers to create relevant content for their web sites. FusePump will become part of Wunderman's Data & Insights division, headed by Gary Laben, and will work closely with Caroline Worboys, MD for EMEA Data & Insights Operations.

In a statement, Wunderman said the deal expands its I-Behavior multichannel merchant co-operative database in the UK, and its digital consumer data from Predictys in France.

Durkin adds: 'We look forward to bringing our platforms and services to a wider audience of marketers through Wunderman. Helping to make multi-channel e-commerce simple and profitable for online retailers, while improving the shopping experience for consumers by creating a relevant, consistent consumer journey across all digital channels is totally compatible with Wunderman's focus.'

Web sites: www.wpp.com , www.wunderman.com and www.fusepump.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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