Xaxis, the programmatic arm of WPP-owned GroupM, is set to acquire digital advertising firm Triad Retail Media, which enables companies to turn their websites into advertising platforms and counts Walmart, Asda, and eBay among its clients. Both companies would "benefit from more advanced shopper customisation tools, better targeting, new mobile products and stronger international reach that the combined companies can deliver", said Xaxis in a statement. The deal comes as online retailers are increasingly looking for ways to monetise their sites beyond traditional advertising.
Xaxis, the programmatic arm of WPP-owned GroupM, is set to acquire digital advertising firm Triad Retail Media, which enables companies to turn their websites into advertising platforms and counts Walmart, Asda, and eBay among its clients. Both companies would "benefit from more advanced shopper customisation tools, better targeting, new mobile products and stronger international reach that the combined companies can deliver", said Xaxis in a statement. Triad will continue to operate as a stand-alone brand.