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Axonix launches first ‘white label’ ad exchange for brands

Axonix, a mobile ad exchange backed by Telefónica and affiliates of Blackstone’s GSO Capital Partners, has o launch the industry’s first technology platform that enables any organisation to launch their own mobile ad exchange.

The Axonix White Label Ad Exchange gives premium publishers, ad networks, mobile operators and data providers the ability to set up their own self-branded programmatic trading environment.

The platform will means that partner organisations gain more control over how their ad inventory and data are traded, enabling them to extract maximum value.

When Axonix launched in April 2014 it was the first mobile advertising exchange to be owned and powered by a mobile network operator. Since then it has established a highly robust mobile trading platform, serving billions of ads a month from tens of thousands of publishers globally. Now Axonix is disrupting the industry again by empowering its supply-side partners to take total control over the programmatic sales of their ad inventory and data.

Simon Birkenhead, CEO of Axonix, says: “The Axonix White Label Ad Exchange really is a ground-breaking new proposition – empowering publishers, ad networks and mobile operators to retain the maximum value from their inventory and data by operating their own programmatic marketplace. Our goal is to transfer the trading power back to the supply-side. A White Label Exchange equips publishers and networks with total control over how their inventory and data is represented programmatically through their own brand, eliminating the hidden margins retained by sales partners and maximising data security.” Axonix will provide this solution through Platform-as-a-Service agreements, minimising up-front costs and engineering time.

Axonix has a strong pipeline of partners globally who plan to launch White Label Exchanges over the coming months. Daniel Rosen, Telefónica’s Global Director of Advertising, says: “Axonix are a key partner for Telefónica’s advertising business. Their market-leading technologies provide a unique solution for premium publishers and mobile network operators to control how their valuable data and inventory is accessed by the market. Telefónica is committed at a global level to partner with and support Axonix to maximise our position within the fast-growing mobile advertising industry.”

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