Sorrell in advanced talks to buy ad group MightyHive

LONDON (Reuters) – Martin Sorrell’s new company S4 Capital (SFOR.L) said on Monday it was in advanced talks to buy MightyHive, a San Francisco-based programmatic advertising group that partners with major brands.

Sorrell, the founder of WPP (WPP.L), launched S4 Capital earlier this year after he left the world’s biggest advertising group over a complaint of personal misconduct, which he denied.

MightyHive uses algorithms to buy and sell advertising space online in real time.