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 a freelance science and technology journalist and the producer and host of the podcast Soonish. Follow @soonishpodcast

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