GroupM Buys Data-Driven Media Agency Keyade

WPP division GroupM has acquired data-driven digital media agency Keyade, whose proprietary software Madmetrics Analytics will be integrated into GroupM France's data, research and planning offerings. Terms of the deal were not disclosed.

Keyade was founded in 2006 and employs around 75 people in Paris and Dubai. Its Madmetrics Analytics technology was developed to measure media campaign effectiveness, and provide campaign optimization support via a variety of custom attribution models.

Following the acquisition, founders Denis Vaillant, Julien Babin and Antoine Mermet will continue to manage the company, which will operate autonomously within GroupM France. The firm's business development will be supported by GroupM, while Keyade will act as a resource to GroupM agencies.

Mermet comments: 'Being a part of WPP will allow us to accelerate our growth. We also hope to contribute to the development of the business and to the performance of the GroupM agencies in France, Middle East and North America.'

Web sites: www.groupm.com and www.keyade.com .