WPP Divests Ad Servers, Invests In AppNexus: Will Focus On Data And Software | 22 September 2014

For more Latest and Breaking News Headlines SUBSCRIBE to https:// After years of struggling with the fundamental ad technology question — is it best to build, buy or rent — WPP has decided it may actually be better to divest and invest. That explains the deal announced early this morning spinning off some of its most rigid and capital intensive ad technology — the stacks of computer ad servers it owns — as part of a deal to boost its stake to 15% of rapidly growing ad exchange AppNexus.How Madison Avenue will react to WPP’s strategic stake in AppNexus, which is one of the most popular DSPs — or demand-side platforms — used by ad agencies and advertisers, remains to be seen. But the addition of WPP’s ad-serving technology, plus a $25 million i

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