Real time bidding firm DataXu has rebranded Mexad, as the US-based ad technology provider firm expands across Europe and beyond.
The move will see Mexad adopt the parent company name DataXu, and will continue operations in Germany, UK, France, Spain, Italy, Poland and Brazil.
DataXu bought Mexad in January 2013, Mexad CEO Sacha Berlik will continue serving as General Manager, Europe.
DataXu provides a data management platform (DMP) and a demand side platform.
The software helps brands and agencies use data and analytics to better understand and convert more high-value customers and optimally manage their investments.
The Mexad acquisition extends DataXu’s reach to 11 offices and operations in eight countries.
“Local support and expertise is vital as brands and agencies begin the strategic transformation to programmatic marketing,” said Mike Baker, CEO of DataXu. “We help build brands and maximise marketing investments through our best-in-class platform and expert service and support, offering the largest number of local service centers in the industry.”
“It’s an open secret that legacy advertising models no longer make sense in the ever-changing, complex digital world – and standalone DSP managed service providers add little value in the supply chain,” said Sacha Berlik, General Manager, Europe, DataXu. “Mexad was a pioneer in using RTB to drive efficiencies, but brands and agencies realise the advantages of owning their technology. The powerful combination of the DataXu Platform and expert local service is a natural progression, one that helps our clients achieve programmatic marketing success.”
DataXu has 700 clients spanning the full range of industries around the world, and campaigns running across 54 countries. The company recently announced a new $27 million funding round, led by Thomvest Ventures.
www.dataxu.com