The partnership allows marketers to activate WPP data assets — from GroupM, Kantar and Wunderman’s KBM Group — within Facebook, so WPP agencies can build complex segments and target them directly within the social media site.

According to the announcement, WPP companies will also be working with Facebook to pilot new data-driven solutions to improve the measurement of effectiveness; as well as conducting joint research on new metrics, services and solutions that “help brands better leverage Facebook to reach consumers”.

“We gather insights on millions of consumers each year on what people buy and why, including product assortment, retail strategy, brand health, copy testing, campaign effectiveness, media measurement, earned media monitoring and purchase data,” said Eric Salama, CEO of Kantar. “Now we can leverage those learnings for our clients and make them actionable on Facebook.”