WPP PLC (LSE:WPP) shares rose after it was confirmed that French market research giant Ipsos is in talks about potentially buying Kantar Media.
WPP owns a 40% stake in Kantar.
Paris-based Ipsos put out a statement to confirm discussions are "currently underway" regarding a potential deal.
"There can be no certainty that any offer will be made, nor as to the terms on which any such offer might be made. There can be no assurance that these discussions will result in any agreement. Ipsos will not provide any further comment," it said.
WPP shares have been subject to many reports this year that Kantar's majority owner Bain Capital is looking to sell, with reports earlier this year that a price of around £1 billion is being sought for the business, which employs 25,000 staff.
WPP shares were up 1% on Monday.