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Targeting Firm Acquired by WPP's Xaxis
WPP's audience profiling and targeting division Xaxis is to acquire Action Exchange, Inc. (ActionX), a US-based multi-screen targeting business, with terms not disclosed.
Headquartered in New York and employing 25 people, ActionX offers clients the ability to promote to and engage with consumers on multiple screens using mobile-focused targeting and creative ad technology.
WPP's other recent investments in digital measurement businesses include AppNexus, comScore and Rentrak. The current proportion of its revenue identified as coming from digital sources is 36% - some $US 6.9bn - and not far off the bottom end of CEO Sir Martin Sorrell's target of 40-45% of revenue 'in the next five years'.
Xaxis was established in June 2011 and is described as 'the world's largest programmatic media platform' - it directs more than US$770m of audience-targeted media buys across 40 markets worldwide.
Web sites: www.xaxis.com and www.actionx.com .
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