Dec
03
WPP Merges Xaxis With 24/7 Media In Bid For Scale In Programmatic Ads
Posted in: Uncategorized
Xaxis, meet 24/7 Media.
WPP is merging two tech units in a bid to act as middleman between publishers and advertisers as they increasingly move budgets to “programmatic” advertising, where ads are priced and bought in real time, often cutting agencies out in the process.
Xaxis was founded within WPP in 2011 to buy ad impressions in bulk and then add value by applying client data to help advertisers find the right person at the right time across the web. 24/7 Media is a collection of publisher-side technologies acquired for $649 million in 2007.
Post a Comment