WPP, in a deal with Twitter, will integrate the social network's data into its analytics platform and introduce new products and services. WPP CEO Martin Sorrell, who had previously dismissed Twitter as superficial, said that "Twitter's relevance continues to grow -- not only as a social platform, but also as a window into consumer attitudes and [behavior] in real time." WPP rival Starcom MediaVest Group earlier signed a similar, $200 million pact with Twitter; the value of the WPP agreement has not been revealed.

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