WPP Ups Stake in TAM Software Firm

WPP has increased its shareholding in Denmark-based TAM analysis software company TechEdge, from 20 to 49 percent.

TechEdge, which received an investment from WPP company MediaEdge / MEC just a year after its founding in 2000 by Andreas Velter (CEO) and Henrik Sahlholt (CTO), licenses a range of software products to broadcasters and media companies, allowing them to analyse and act upon respondent level TAM data. Among its uses, broadcasters can review TV audience patterns, while media companies can optimise advertising allocation by channel and time of day.

The firm, which works in more than 50 markets globally and had unaudited net sales for the calendar year 2014 of c.US$ 13.6m, is online at www.grouptechedge.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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