Xaxis, the world’s largest programmatic media and technology platform, announced today it has acquired ActionX, a leader in mobile app and cross-screen advertising. The acquisition enables Xaxis to incorporate ActionX’s proprietary technology into the Xaxis offering, providing Xaxis clients with an enhanced suite of mobile performance capabilities. ActionX will continue operating under the leadership of founders Evan Schwartz, Scott Marshall and their management team.
Selected as one of Forbes’ 2014 Most Promising Companies, ActionX works with major retailers, travel services, media subscription brands and other transactional marketers to drive mobile and cross-screen revenue and maximize customer lifetime value. ActionX was one of the first platforms to take advantage of mobile application “deep linking” and incorporate interest data from mobile applications into real-time segmentation, dynamic creative and cross-screen campaigns. Delivering in-app, mobile Web and desktop Web ads, ActionX enables brands to reach consumers with customized messages that drive high-return outcomes with brands realizing up to a 20:1 return on ad spend (RoAS).
“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.”
“The combination of our mobile-first platform with the products, client reach and scale of Xaxis is extremely powerful,” said Evan Schwartz, CEO of ActionX. “We are excited to continue to build our platform and grow our business as part of the Xaxis team.”
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. ActionX is a global solution that will be rolled out to Xaxis clients in all regions in the coming months.