The amount of the deal was not disclosed.
The acquisition enables Xaxis to incorporate ActionX’s proprietary technology into the Xaxis offering. ActionX will continue operating under the leadership of founders Evan Schwartz, Scott Marshall and their management team and work with major retailers, travel services, media subscription brands and other transactional marketers to deliver in-app, mobile Web and desktop Web ads.
The NY-based company was backed by SoftBank Capital, Verizon Ventures, Lerer Hippeau Ventures, AOL Ventures, Golden Venture Partners
Led by Brian Lesser, global CEO, Xaxis provides a global digital media platform that programmatically connects advertisers and publishers to audiences across all addressable channels. It works with over 2,700 clients across 40 markets in North America, Europe, Asia Pacific, Latin America and the Middle East.