WPP Digital Puts $5M into nPario

WPP Digital, the Dublin, Ireland-based communication services company, said today it has has purchased a minority stake in Redmond, WA- and Palo Alto, CA-based nPario for $5 million. As we explained in a September 2010 profile, nPario has developed cross-platform tracking software that can identify unique individuals as they move from PCs to tablet devices, smartphones, game consoles, and Internet-connected TVs and target them with customized advertisements. WPP said the investment will lead to a strategic partnership in which several of its business units will use the nPario platform to help marketers and publishers “gain faster access to audience insights.”

Wade Roush is the producer and host of the podcast Soonish and a contributing editor at Xconomy. Follow @soonishpodcast

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