With the merger of Xaxis and 24/7 Media, Caspar Schlickum, MD EMEA, Xaxis discusses the implications of the merger on the two WPP entities and the market in general.
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In a move that according to WPP will create the world’s largest programmatic media and technology platform, the holding company has merged two of its entities operating in the space – audience buying company – Xaxis and digital marketing technology firm – 24/7 Media.
In Asia, WPP's merger of its audience-buying arm Xaxis and its ad tech firm 24/7 Media will see the Media Innovation Group (MIG) and Real Media Group rebranded as Xaxis and headed by Michel de Rijk, Asia-Pacific managing director
Xaxis has always been a much broader business than a trading desk. Our products are focused on acquiring inventory directly from publishers -- quality inventory that we can append to data that we've created in our DMP (data-management platform).
On the buy-side, Xaxis' new audience targeting platform will include built-in data management technology, a search marketing platform and a marketplace for programmatic media-buying of display, online video, social, mobile, radio, out-of-home, native and connected TV inventory. The deal also brings a new pool of inventory to Xaxis.
WPP is to merge its programmatic trading desk Xaxis and 24/7 Media managing a combined turnover of $750m (£457m) and 2,700 global clients.
Today's news that WPP has merged Xaxis and 24/7 Media is just the latest in a long list of consolidation news to come out of the advertising technology industry in the past six months.
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