NEWS22 September 2014

WPP invests $25m in AppNexus to boost programmatic

UK — WPP has announced it has invested $25 million in a “significant” stake in AppNexus, as part of its strategy to invest in fast-growing sectors such as ad tech and programmatic media buying.

AppNexus, the publisher ad server platform that allows the real-time buying and selling of advertising, was founded in 2007 and is currently valued at $1.2 billion with revenues of more than $100m.

Under the deal, AppNexus will acquire GroupM-owned Xaxis’ premium ad-serving technology, Xaxis for Publishers.

The technology was one of several acquired by WPP as part of the 24/7 Real Media acquisition.