WPP Group’s digital investment arm has bought an unspecified stake in web-analytics company NuConomy, according to Thomson Financial. The amount was not disclosed.

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NuConomy, an Israeli startup with offices in San Francisco, is currently in beta. It’s currently working on techniques designed to measure engagement with online ads.  WPP positioned the investment as way to boost its digital research capabilities. The move follows similar investments in online ad companies Invidi, ad tracker IMMI, VideoEgg, Visible Technologies and Spot Runner.

—Techcrunch: WPP’s investment is estimated at $3 million. NuConomy raised a $300,000 in a seed round last April from individual investors Yossi Vardi, Shlomo Nehama and Uzi Tzuker.