The partnership will see online and offline consumer data from WPP’s Media Innovation Group and Kantar units integrated into the nPario platform, which has been designed to analyse data for monetisation and marketing purposes.

Once the data has been analysed by the nPario system, the two firms will jointly develop products with a view to helping marketers and publishers gain faster access to audience insights drawn from multiple systems and research partners.

Bassel Ojjeh, nPario’s president and CEO, said: “In today’s digital world and proliferation of consumer channels, data is the single most important asset in the toolbox of marketers. The strategic relationship with WPP allows us to collaborate and deliver better products to advertising agencies and marketers.”

WPP Digital CEO Mark Read (pictured) added: “We are pleased to be partnering with nPario to help us scale marketing analytics for the new era.”