Telefónica has announced the creation of a mobile advertising exchange platform called Axonix. It’s based in London and has been set up in partnership with GSO Capital Partners, which is part of investment company Blackstone.
Axonix is being described as first mobile advertising exchange platform owned and powered by a mobile operator.
Simon Birkenhead, currently Telefonica’s Director of Global Advertising Sales, has been appointed Chief Executive of Axonix.
Stephen Shurrock, CEO of Digital Service & Innovation at Telefónica, said “Axonix is created specifically for the mobile advertising industry, using [MobClix] technology with a four year heritage in leading this market to offer a central destination for operator-enriched advertising inventory. We’re proud to be the first telecoms company in the world to own and power a mobile ad exchange platform, demonstrating our unwavering commitment to putting digital services front and centre as we transform into a digital telco.”
Ad exchanges are ‘marketplaces’ that enable advertisers and publishers to buy and sell online advertising space.