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Oct 19 - 23

Discuss, debate and discover the future of agencies

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WPP strengthens programmatic offer with AppNexus investment

By Stephen Lepitak-22 September 2014 08:07am

WPP has invested over $25m to take a ‘significant’ stake’ within ad tech company, AppNexus.

The investment into AppNexus will include the contribution of the use of its Xaxis for Publishers (XfP) real-time buying technology, as well as the financial input.

Staff from XfP will also join AppNexus under the deal in order to strengthen its strategy.

Announcing the deal, a statement from WPP, explained: “This deal enables Xaxis to focus development resources on its core data technology and media products, while more closely aligning with a strong, independent ad serving partner. Xaxis will continue to develop its own robust proprietary platform including its Turbine DMP, analytics suite, and reporting and optimization technology.”

AppNexus currently employs around 600 people, with a base in New York and a further 10 offices globally and a value of $1.2bn, delivering over 30 billion ad impressions a day and a forecast in advertising spend for this year of over $2bn.

This article is about: United States, Advertising, Digital

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AppNexus is an American multinational technology company whose cloud-based software platform enables and optimizes programmatic online advertising.

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