WPP Unit 24/7 Media Buys UK-based Digital Agency Crystal Semantics

(RTTNews) - Advertising giant WPP Plc. (WPP.L, WPPGY) announced Monday that its Digital's marketing technology company, 24/7 Media, Inc., has acquired the entire issued share capital of Crystal Semantics Limited, a provider of semantic advertising solutions. London-based Crystal Semantics is a major provider of online data services to advertising agencies, networks and exchanges. The company, with its proprietary technology, accurately matches advertising to the meaning of a page of web content, greatly reducing the risk of inappropriate advertising placement.

It is expected that the combined companies will provide distinct advantages to both advertiser and publisher clients through improved advertising relevance and enhanced brand protection. WPP noted that the latest investment continues its strategy of strengthening its capabilities in digital media and in mobile advertising. WPP's digital revenues were well over $5 billion in 2012 and represented 33% of total revenues of $16.5 billion.

The company said it is targeting at least 40-45% of revenues to come from each of fast-growth markets and new media over the next five years.