Founded in 2004 by Richard Stokes (pictured) and based in Chicago, AdGooroo employs 30 people and has unaudited assets of $1.3m. Once the acquisition is completed, the company will become part of Kantar Media and specialise in providing clients with insight and data on competitors’ keywords, ROI potential of online creative, backlink data analytics, campaign statistics and budget management tools.

WPP says the acquisition will allow Kantar Media to broaden its current methodic insight into display, video, ad networks and paid search advertising trends. The move follows WPP’s recent acquisition of Press Index for €11.2m and its integration into the Kantar network. The industry giant says the acquisitions intend to continue WPP’s strategy of investing in fast-growing markets and sectors.