WPP Links to Factual for Location Analytics

WPP-owned firm The Data Alliance has partnered with location analytics specialist Factual, giving WPP group companies access to data that maps the known location of mobile phones to physical places, including more than 65 million businesses in 50 countries.

Companies such as Kantar, GroupM and Wunderman will now be able to use Factual's location data for real-time location targeting. In addition, the data will be integrated into insights and analytics across WPP's entire network, including its Xaxis audience profiling and targeting division.

Nick Nyhan (pictured), CEO of The Data Alliance, comments: 'Mobile platforms and data enable us to bring together the digital and physical worlds. Factual is a global data source that can help clients make minute-by-minute, geo-specific decisions so they can deliver the right content at the right time... and in the right place.'

Web sites: www.wpp.com , www.dataalliance.com and www.factual.com .