The purchase follows the two companies working closely together for the past two years.

Based in Oslo, Norway, Linkpulse works with more than 120 publishers in Europe, enabling them to track the performance of articles across devices via customised dashboards and alerts.

This investment continues WPP’s strategy of developing its services in fast-growing and important markets and sectors and strengthening its digital capabilities. WPP has set a target of 40-45% of revenue to be from digital in the next five years.