Xaxis agrees deal to acquire ActionX
Xaxis has agreed a deal to acquire mobile performance marketing company Action Exchange (ActionX).
The WPP programmatic media platform will buy ActionX as it continues to grow its online digital revenue beyond last year's total of $6.9bn or 36 per cent of its total group revenue.
ActionX offers e-commerce and media subscription companies mobile first data, audience targeting and creative advertising technology, working with Hearst, Forbes and JackThreads.
Based in New York, the company currently employs 25 people who will now join Xaxis as a result.
WPP has previously set out the ambition for its digital revenue to reach 40 - 45 per cent of its overall group revenue within the next five years.