UK broadcaster ITV said it had made an investment worth £2m in mapping startup what3words.
The FTSE 100 company said it would take a stake in the location app in exchange for advertising exposure, with an option to invest a further £2m. It is the first deal under its ‘Media for Equity’ programme.
What3words divides the world into a grid of three-meter squares, giving each its own three-word identifier.
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