DataXu Acquires Mexad, Europe's Leading Demand-Side Platform

Combination Creates the First and Only Truly Global Demand-Side Platform

BOSTON, MA--(Marketwire - Jan 9, 2012) - DataXu (, provider of the industry's #1 ranked demand-side platform (DSP), announced that it has acquired the leading European DSP, Mexad. With offices in Germany, France, Spain, the United Kingdom, Italy, Poland, and Brazil, Mexad leads in European and Latin American market share, providing local service and superior results for customers across more than 60 countries.

Known for its exceptional customer service and expertise, Mexad will now offer DataXu's leading digital marketing management platform, DX3 -- the #1 ranked Current DSP Offering in the Forrester Research Inc. report, "The Forrester Wave™: Demand-Side Platforms, Q4 2011" -- to brands and agencies looking to increase the returns on their digital investments. By uniting best-in-class service and technology, the combined powerhouse now offers advertisers a trusted neutral partner with the largest number of local service centers in the world.

The addition of Mexad comes at an important time for brands looking to run global programs, leveraging the effectiveness and efficiency of an enterprise-class platform. As economic concerns deepen, companies are looking to digital marketing to increase sales and drive higher profits. Multinational advertisers that have relied on DX3 to optimize their digital marketing efforts in North America can now derive the same benefits at unrivalled global scale with country-specific expertise and local service.

"The advertising industry is undergoing a seismic change as consumers around the world embrace digital devices and marketers struggle to keep up," commented Mike Baker, CEO and co-founder of DataXu. "To succeed in this new world, a marketer needs to partner with a firm that offers not only the best technology, but also global service capabilities with expertise in data and analytics. Together, Mexad and DataXu will provide a unique value to the world's largest brands."

"Budgets are growing by double digits as brands seek to capitalize on the cost-effectiveness, flexibility, and accountability that digital provides," said Sacha Berlik, CEO of Mexad. "While we pride ourselves on supporting a variety of solutions, we've been acquired by the best in the industry. We look forward to bringing our clients new capabilities provided by DX3, such as advanced attribution management and active analytics, which are not currently available from any other vendor in Europe."

About DataXu
DataXu has developed the industry's only fully-integrated enterprise digital marketing management (DMM) platform - DX3. Comprised of the #1 ranked demand-side platform as well as sophisticated data management and attribution management capabilities, DX3 defines a new class of enterprise solutions that manage, optimize, and automate digital marketing initiatives to turn Big Data into profitable actions. DataXu's executive team unites leading executives in digital media with MIT technologists. The private company is backed by Atlas Venture, Flybridge Capital Partners and Menlo Ventures. For more information, visit or follow us on Twitter at @dataxu.

About Mexad
Mexad, founded in 2008, is the first and leading European RTB-service provider with offices in London, Paris, Milan, Madrid, Cologne, Warsaw and Sao Paulo (Brazil). With access to over 20 billion RTB ad impressions per day, Mexad purchases the relevant ad placements at the right time for the right user for its media-agency clients. As the leading RTB specialist Mexad offers its agency clients the technology and services for using various auction-based exchange technologies for the purchase of advertising space on the Internet, in a synchronized, effective and brand-safe manner.

Contact Information:

Media Contact:
Vinda Rao
Marketing Communications Manager, DataXu