By Stephen Lepitak

WPP has invested over $25m to take a ‘significant’ stake’ within ad tech company, AppNexus.

The investment into AppNexus, which was formerly part of the WPP owned programmatic media company, Xaxis, will include the contribution of the use of its Xaxis for Publishers (XfP) real-time buying technology, as well as the financial input.

Staff from XfP will also join AppNexus under the deal in order to strengthen its strategy.

Announcing the deal, a statement from WPP, explained: “This deal enables Xaxis to focus development resources on its core data technology and media products, while more closely aligning with a strong, independent ad serving Read full story ›

Source: The Drum