WPP’s Xaxis acquires US mobile advertising & e-commerce company

MUMBAI: WPP’s wholly-owned operating company Xaxis has agreed to acquire Action Exchange, Inc. (ActionX), a mobile advertising and e-commerce company in the United States.

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 employs 25 people and is based in New York.

This investment continues WPP’s strategy of investing in fast growing sectors such as mobile and e-commerce. WPP’s digital revenues were $6.9 billion in 2014, representing 36 per cent of the Group’s total revenues of $19 billion. WPP has set a target of 40-45 per cent of revenue to be derived from digital in the next five years.

Xaxis is a programmatic media platform that directs more than $770 million of audience-targeted media buys across 40 markets in North America, Europe, Asia Pacific, Latin America and the Middle East.