WPP forges ‘world’s largest programmatic platform’

Audience buying company Xaxis and 24/7 media have announced a merger today, forming what will be the world’s largest programmatic media and technology platform.

The combining of the two WPP companies will bring together over 800 data and tech experts to help advertisers and publishers engage with audiences across all digital devices and channels, including proprietary data management technology; unique and anonymous cross-channel data assets; rich proprietary display, video and mobile advertising formats; and a global search marketing platform.

The new Xaxis will use its proprietary audience platform to programmatically manage audience-targeted media for more than 2,700 clients around the globe.

In the US, eMarketer predicts that programmatic spend in display advertising alone will exceed $3.3 billion this year. Xaxis hopes to offer advertisers one solution for engaging and measuring audiences, increasing ROI across a range of digital devices, channels and formats.

For publishers, the merger aims to provide technology that will enable the creation of audiences and the delivery of engaging user experiences while “maximising performance and yield”.

“Data investment management and the application of technology continue to revolutionise what we can do for our clients,” said Sir Martin Sorrell, chief executive officer of WPP.

“This merger will enhance our ability to innovate by creating deeper data connections and streamlined technology resources. We were the first parent company to make a significant investment in advertising technology and today’s deal further extends our leadership in the high growth service sector.”