The Data Alliance is WPP’s data practice established across the globe, and is responsible for helping brands and their agency partners connect diverse information sources, tools and human expertise. Data Alliance works with leading technology vendors from IBM and Adobe to Twitter, Facebook and Google.

An excerpt from a conversation with Baldeep Singh, Country Manager at WPP Data Alliance on Zapr Media Labs.

“There’s a lot going on in the ecosystem right now, in terms of the big disrupters. And I think we’ve seen them come along in the last few years, specifically the last four to five years - you’ve seen an increase of RTV players and increase of DMPs, an increase of mobile and media players who definitely giving traditionalists a run for their money.

One company that comes to mind is Zapr which is primarily giving traditional measurement companies some more of competition based on what they’re able to do in terms of skill, and provide major accuracy by implementing their SDK into Android apps and allowing that to measure media consumption. So, it’s definitely disruptive, it’s definitely something that was long overdue and it is definitely changing the way we measure media consumption at this point….

“… I think the fact that they’re heavily invested into mobile technologies, we could now start looking at private and anonymized profiles of individuals and start segregating them on media consumption affinity. Now I can figure out basically people who are interested in language whether it be Hindi, regional or English and also look at the affinity they have towards the content that their consuming from news to soap operas to games and so on so forth.

“So it’s very useful to DMP in a scenario where they are trying to not only work with behavioural data but now they have consumption data. And I would definitely recommend others to use Zapr as well.”

Baldeep Singh

Country Manager, WPP Data Alliance.