WPP’s Xaxis To Acquire Triad Retail Media
October 13, 2016
Xaxis, the WPP Group-owned programmatic media platform, will snap up the ecommerce ad tech business Triad Retail Media, the company said on Thursday.
Triad handles media sales for major ecommerce sites including those operated by Walmart, Sam's Club, eBay, StubHub, Staples and ToysRUs.
Terms of the deal were not disclosed, but in a news release Xaxis said Triad’s gross revenue was more than $500 million in 2015, up from approximately $170 million in 2012, as Triad CEO Roger Berdusco previously told AdExchanger. Net revenue in 2015 surpassed $120 million.
Terms of the deal weren't disclosed.
“The deal will establish Xaxis as a significant player in the fast-growing retail media and ecommerce market while providing Triad with access to Xaxis’ technology expertise and the resources and client base of WPP,” the companies said in a release.
And with almost 700 employees, Triad represents a notable expansion of Xaxis' boots-on-the-ground sales and account teams.
Triad's offering to retail companies includes direct and programmatic sales representation across a network of retail partner apps and sites.
Retail-based deal activity is having a big month. Triad’s acquisition comes a week after the ecommerce pure-play Criteo spent $250 million on HookLogic, a retail ad exchange that competes with Triad (and even shares some major clients, like Walmart and Kohl’s).More