WPP’s Xaxis acquires mobile advertising and e-commerce company ActionX

wppWPP‘s wholly-owned operating company Xaxis, a programmatic media and technology platform, is to acquire Action Exchange, Inc., a mobile performance-based marketing business with an e-commerce orientation in the United States.  The terms of the deal were not disclosed.

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.

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