The integration of Bannerconnect into the Xaxis suite of targeting capabilities also means advertisers will be able to target their display ads to users across devices, according to Xaxis global CEO Brian Lesser.
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Xaxis has announced today that it has agreed to acquire media trading firm Bannerconnect.
WPP Group's addressable media unit, Xaxis, has acquired Netherlands-based BannerConnect, a 10-year-old company that evolved from its roots as a traditional publisher network to embrace the exchange-buying trend.
The deal means Xaxis will incorporate Bannerconnect’s real-time optimisation platform, Bright, to its own platform, allowing Xaxis clients to benefit from its sophisticated analytics capabilities.
Xaxis, the world's largest programmatic media and technology platform, announced today it has agreed to acquire media trading firm Bannerconnect.
Xaxis Brand Suite provides advertisers with a single source solution to seamlessly reach audiences across a wide variety of channels and formats including in-stream video, mobile, rich media, and display – on premium brand safe inventory.
Xaxis has announced the full integration of 24/7 Media to create “the world’s largest” programmatic outfit, with Caspar Schlickum being elevated to the newly-created role of EMEA CEO, crowning a series of high-level moves within the WPP trading desk.
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