WPP strengthens programmatic offer with AppNexus investment
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.”
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Sign upAppNexus 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.
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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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