WPP's Xaxis Agrees To Buy Mobile Platform ActionX

WPP data and programmatic unit Xaxis has agreed to acquire Action Exchange, Inc., a mobile performance-based marketing business with an e-commerce orientation.

The firm is headquartered in New York and has an office in San Francisco.

The holding company said that ActionX’s proprietary “mobile-first data, audience targeting and dynamic creative advertising technology allows its clients to engage customers on multiple screens on the path to the point of purchase.”

Clients include e-commerce and media subscription companies, such as Forbes, JackThreads and Hearst.

“ActionX is one of the foremost players in mobile performance advertising, with industry-leading technology and a proven platform utilized by mobile-focused retailers and subscription brands,” said Brian Lesser, global CEO of Xaxis. 



“Today’s acquisition brings ActionX’s technology and expertise in-house, strengthening our mobile capabilities and supporting our broader strategy of developing new ways for brands to programmatically engage with consumers through proprietary media products,” he adds.

According to eMarketer, ad spending on mobile worldwide is expected to grow to almost US$65 billion by the end of 2015 and to over US$158 billion by 2018. Xaxis indicated that the ActionX platform will be rolled out to Xaxis clients in all global regions in the coming months.

ActionX will continue to be led by founders Evan Schwartz (who is also CEO), Scott Marshall and their management team. Schwartz said, “We are excited to continue to build our platform and grow our business as part of the Xaxis team.”

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