WPP to swap assets with The Nielsen Co.

WPP said it's going to swap assets with The Nielsen Co. Nielsen will buy the 50% of AGBNielsen Media Research, the international television media measurement firm, that it doesn't already own from WPP. In return, Nielsen will give WPP: SRDS, a leading provider of media rates and data; PERQ/HCI, which provides a range of services to give insights into media planning, trading and post campaign effectiveness in the field of healthcare; and Nielsen's 11% share in IBOPE PDM, IBOPE LA and IMI.Com, which are part of the IBOPE Group, a Latin American multinational firm specializing in media, market and opinion research. WPP already holds a 31% stake in IBOPE

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