WPP buys digital trading firm Bannerconnect to strengthen Xaxis offer

Xaxis, the WPP owned programmatic technology platform has announced the acquisition of Bannerconnect.

The deal will see the Holland-based digital media trading firm, join the network under the Xaxis banner, offering its real-time optimisation and visualisation platform called Bright.

“Bannerconnect has created proven programmatic technology while also gaining experience developing effective campaigns for some of the world’s largest advertisers,” said Brian Lesser, CEO of Xaxis. “This acquisition will immediately enhance our technology capabilities and support our overall mission of empowering brands to reach relevant audiences wherever they access media.”

Bannerconnect will continue under the reins of current CEO Sebastiaan Schepers.

The company, founded 10 years ago in Sittar, currently employs around 40 people, and last year reported annual revenue worth 4.3m Euros.

Meanwhile, entries for the inaugural The Drum Digital Trading Awards are expected this week, with the entry deadline approaching.

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