WPP has announced that Xaxis, its audience profiling and targeting division, has agreed to acquire Netherlands-based media trading firm Bannerconnect, whose offer includes real-time campaign optimisation platform Bright.
Xaxis to Acquire Netherlands FirmXaxis was formed in June 2011, promising to bring together the global group’s ad buying capabilities with a colossal database to offer clients the ‘world’s largest pool of audience profiles’. WPP says Bannerconnect’s digital media trading services for publishers, advertisers and media agencies are complementary to those of Xaxis.
The firm was founded in 2004 in Sittar, the Netherlands, has additional offices in Amsterdam and London and employs more than 40 people, with revenues for the year to 31st December 2013 of EUR 4.3m.
WPP, which two months ago merged Xaxis with its digital marketing tech specialist 24/7 Media, gave its usual reasons for the latest deal, citing its mission to develop in fast-growing markets and digital media sectors, with a target of ‘at least 40-45% of revenues’ from each of these by August 2018.
Xaxis has 31 offices in 28 markets across North America, Europe, Asia Pacific and Latin America, and is online at www.xaxis.com .