WPP Digital Acquires Minority Stake in Proclivity Systems

WPP Digital has acquired a minority stake in online analytics provider Proclivity Systems, Brand Republic reported. The New York-based firm looks at consumers’ e-commerce habits, which is used by its clients to target merchandise and marketing efforts. WPP Digital, the investment arm of the ad holding company, followed Fung Capital USA Investments, which was the lead investor in the unspecified funding round. The two were also joined by the Pilot Group as a stakeholder in Proclivity Systems. Back in April, WPP Digital took a minority stake in Chinese rich media ad delivery outfit HDT Holdings Technologies and in August, the ad company purchased a 12.82 percent share of IGA Limited, the Cayman Island-based parent company of InGame Ad Interactive Technology.