LONDON--(Marketwire - Feb 26, 2013) -   DataXu, a provider of digital marketing software for the enterprise, today announced the official name change and rebrand of Mexad to DataXu. DataXu acquired Mexad in January 2012 to enhance its local expertise and quality service for its growing global customer base. DataXu will continue operations in all Mexad offices, including Germany, UK, France, Spain, Italy, Poland and Brazil -- with Mexad CEO Sacha Berlik serving as General Manager, Europe.

DataXu offers the industry's only fully integrated programmatic marketing solution that combines a powerful data management platform (DMP) with the #1-ranked, industry-leading demand side platform (DSP). 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 local expertise to 11 offices and operations in eight countries. DataXu provides the hands-on expert service of smaller companies, with the reach and strength of a global company; and service models that adapt to a business's digital expertise and staffing levels.

"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 maximize marketing investments through our best-in-class platform and expert service and support, offering the largest number of local service centers in the industry."

In today's omnichannel media landscape, DataXu serves as a trusted neutral partner -- looking beyond channels to understand and engage the consumer. The DataXu Platform delivers cloud-based software that helps agencies and brands decrease campaign costs and increase effectiveness, achieving:

  • Personalized interaction at mass scale
  • Better insight into a brand's target audience
  • Automated real time bidding and optimization
  • Reach across a very fragmented digital media environment
  • Personalized customer experiences throughout the buying journey

"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 realize 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.

About DataXu
DataXu is transforming the way companies build their brands in a digital world through the industry's only fully integrated programmatic marketing solution. The DataXu Platform offers cloud-based software that leverages data and analytics to help enterprise marketers better understand and engage consumers, and optimally manage marketing investments for more efficient and effective customer acquisition strategies. With 11 offices in eight countries, DataXu services more than 700 brands across the globe. For more information, visit or follow us at

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Maribel Lopez