WPP Acquires Mobile Ad Measurement Firm Medialets

Wall Street Journal: WPP has acquired mobile ad serving and measurement company Medialets. The firm offers software tools to help marketers create, deliver and measure ad campaigns targeted at mobile and tablet devices. The acquisition represents the latest in a string of measurement and technology-related investments by WPP, which highlight the ad giant’s desire to dive deeper into data and technology, as well as to challenge the growing power of large ad players such as Facebook and Google.