Twitter's Latest Ad Deal May Be a Big One

Martin Sorrell, CEO of WPP Plc, speaks at the World Economic Forum on East Asia in Naypyidaw, Myanmar on June 6 Photograph by Dario Pignatelli/Bloomberg

Today Twitter announced a new partnership with WPP, the world’s largest advertising company. WPP is looking to improve its data management and thus its campaigns; Twitter is looking for new revenue sources as it moves toward a possible initial public offering. The companies say the deal will integrate Twitter data into a number of WPP’s units, including GroupM, Kantar, and digital agencies such as Wunderman.

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