Telefonica is poised to shake up the programmatic market with the launch of its first mobile-only advertising exchange – the first from a mobile operator.
The platform, which is joint-funded by Telefonica and affiliates of Blackstone’s GSO Capital Partners, will be run out of a newly formed, London-based company called Axonix.
This will be run independently of Telefonica, spearheaded by Simon Birkenhead (pictured right), who has left his role as Telefónica’s director of global advertising sales.
Birkenhead told The Drum the launch of the Axonix exchange, which will go live mid-May, will “shake up” the programmatic mobile market, while giving it Read full story ›
Source: The Drum
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