GroupM and Buzzfeed in content and data deal

The agreement involves no investment or equity exchange between the companies.

It will involve WPP entering into the first “beta partnership” with Pound, BuzzFeed’s offering that analyses content sharing across the web. WPP’s agencies and clients will also be able to use BuzzFeed Motion Pictures, a creative group that produces branded video content.

Rob Norman, chief digital officer of GroupM, said: “The future of advertising lies at the intersection of creativity, data, media and technology; that’s where BuzzFeed has built its business and proved its value to brands.”

Buzzfeed’s head of European operations Kate Burns said: “Data is so important to marketers, and we’re looking forward to working with GroupM on our Pound offering. You can expect to see us bring it to additional partners – existing and new – as we continue rolling it out.”

BuzzFeed has more than 200 million unique visitors.