August 1, 2014, 4:54 PM

Facebook signs a deal with an Indian ad agency

The agreement, the social network’s first in India, will help marketers access data and insights. Facebook has 100 million users in India.

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Facebook Inc. has 100 million users in India, and advertisers have taken notice.

That’s one reason the social network signed a deal with the WPP-owned Indian advertising agency GroupM to provide its clients with better access to Facebook data. The deal is the first such agreement with an advertising agency in India.

“Our partnership with GroupM will benefit clients to reach over 100 million people in India, 84 million on mobile,” says Kirthiga Reddy, head of Facebook India. The move, Reddy says, will let the two companies deliver personalized marketing “at scale.”

GroupM says that the agreement will bolster the services it provides clients.

“This partnership adds to the set of enablers we have created over the years that can help drive digital adoption in our market,” says GroupM South Asia CEO CVL Srinivas.

Facebook and Instagram have signed similar agency deals with U.S.-based Omnicom Media Group, the advertising conglomerate that owns firms such as BBDO and DDB Worldwide Communications Group Inc. and Publicis Groupe.

The agreement comes in the wake of several announcements related to Indian e-commerce. Earlier this week Amazon.com Inc. announced plans to invest $2 billion in India and Indian e-retailer and marketplace operator Flipkart announced it raised $1 billion in a new venture capital funding round.

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