Mar
30
WPP's Xaxis Acquires Verizon-Backed Mobile Ad-Tech Company
Posted in: Uncategorized
WPP’s programmatic arm Xaxis has acquired mobile ad-tech company ActionX in a play to grow its share of mobile ad dollars.
The move, announced today, will give Xaxis the ability to better target ads within apps and more accurately tie user identities across devices, two capabilities ActionX built its business on.
“It’s not a secret that cookies have limited utility in an ever increasing mobile world,” said Xaxis CEO Brian Lesser. “There’s lots of ways of solving that, but perhaps the best way is to work directly with an advertiser within their app and across other apps.”
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