Top Story

e4m_logo.png

Home >> Digital >> Article

WPP, Xaxis and AppNexus announce strategic transaction

23-September-2014
Font Size   16
WPP, Xaxis and AppNexus announce strategic transaction

The deal will see AppNexus acquire the Open AdStream ad serving platform Xaxis, the programmatic arm of WPP. WPP will also increase its investment in AppNexus by $25 million.

According to the Wall Street Journal, this investment will increase WPP’s stake in AppNexus to 15%. Other companies that have a stake in AppNexus include Microsoft. The company had recently raised $85 million in funding at a valuation of $1.2 billion.

With the sale of Open AdStream, Xaxis can now focus its efforts on focus software development on its own platform including its Turbine DMP, analytics suite, and cross-channel optimization technology.. Xaxis has recently launched new programmatic products like Xaxis TV and Xaxis Prime.

“Xaxis is committed to building and partnering to provide world-class ad technology and solutions for our clients,” said Brian Lesser, CEO of Xaxis. “This allows both companies to double down on what we do best. We’re focusing our technology development on data management, decisioning, and new products. Open AdStream is in great hands as a part of AppNexus’ powerful independent tech stack.”

“Our clients want world-class solutions from independent ad technology companies,” said Sir Martin Sorrell, CEO of WPP. “We’re delighted to deepen our partnership with AppNexus, which has proven itself as a clear leader in ad tech and a company with the scale and ingenuity to continue to transform our industry.”

The transaction is subject to regulatory approval and customary closing conditions, and is expected to close by year end.
 

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

For their latest campaign ‘Peeoge toh Janoge’ (English translation: you’ll buy it if you taste it), Wagh Bakri and DDB Mudra gave Sakshi a new, rustic avatar.

Dabbawalas send some extra love along with dabbas to working professional across Mumbai

The Diamond Producers Association brings to life another rare moment as part of the ‘Real is Rare. Real is a Diamond' Campaign