Xaxis Cuts Biggest Deal Ever, Acquires Triad Retail Media

Ad Exchanger, August 15, 2017

WPP programmatic media unit Xaxis has agreed to acquire Triad Retail Media, a supply-side platform (SSP) for retail commerce sites that want to sell ad inventory to brands.

Terms of the deal were not disclosed, but Xaxis is acquiring TRM from private equity firms Rockbridge Growth Equity and Falcon Investment Advisors. Citing unnamed sources, The Wall Street Journal reported that Xaxis is paying $300 million for TRM, and that Xaxis told the paper it is the largest deal it has ever done.

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