WPP acquires knowledge science firm Sandtable boosting capabilities

Sand table logo

WPP's GroupM acquires Sandtable, the data science company specializing in behavioral analysis and advanced simulation

Sand table is a pioneer in the use of simulations to understand human behavior, examine future scenarios, and support better strategic decisions. Sandtable is a leading global agent-based modeling (ABM) specialist, offering cutting-edge analytics that enable customers to develop more effective strategies in complex, changing markets.

The data science company, founded in 2009, is headquartered in London and employs highly qualified data scientists, software engineers, behavioral researchers and strategic planners.

The acquisition is integrated into GroupM's technology practice and is in line with WPPStrategy to deepen the technology offering by further strengthening investments and innovations in data science. Sand table will do GroupM the first media agency group to make targeted investments in ABM.

Read more about WPP here.