Advertising - Friday, February 15, 2008
Israel's Nuconomy Backed By WPP
WPP - the ad giant with a growing appetite for digital plays - has bought a stake in Israeli Web analytics company NuConomy for an undisclosed amount, although Globes reports that it was around $3M
NuConomy claims its platform measures consumers engagement and interaction with content, while giving advertisers actionable insight into the audience they engage with. In short, what the want to provide for free is audience engagement data that you might find with the likes of Omniture. How and why will they do it for free? Well we don't yet know the biz model but surely they plan on selling aggregate data. They also are working on software to help you target ads at your readers once they have been segmented by NuConomy.
The acquisition follows a handful of recent WPP investments in digital media firms, including Integrated Media Measurement, VideoEgg and SpotRunner.
Israel-based Nuconomy is led by CEO Shahar Nechmad.
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ReadWriteWeb has a great run-down of Nuconomy
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