Xaxis, the programmatic arm of WPP, has acquired ActionX, a mobile ad-tech firm that tracks users anonymised behaviour on apps then serves them ads based on their preferences and behaviour.

The acquisition aims to give Xaxis better targeted apps with apps, as well as improving the firms cross-device targeting by more accurately tying user identities across the web, two key elements of ActionXs proposition.

ActionX was one of the first platforms to incorporate deep linking into its functionality, and incorporate interest data from mobile applications into real-time segmentation, and has used its technology to help drive high ROIs for its clients.

“ActionX is one of the foremost players in mobile performance advertising, with industry-leading technology and a prove platform utilised by mobile-focused retailers and subscription brands,” said Brian Lesser, global CEO of Xaxis. “Todays acquisition brings ActionXs technology and expertise in-house, strengthening our mobile capabilities and supporting our broader strategy of developing new ways for brands to programmatically engage with consumers through proprietary media products.”

“The combination of our mobile-first platform with the products, client reach and scale of Xaxis is extremely powerful,” said Evan Schwartz, CEO of ActionX. “We are excited to continue to build our platform and grow our business as part of the Xaxis team.”