WPP-owned programmatic platform Xaxis has acquired ActionX, a mobile app and cross-screen advertising business.

The acquisition will allow Xaxis to incorporate ActionX’s proprietary technology into its business, providing Xaxis clients with a larger suite of mobile performance capabilities. ActionX will continue operating under the leadership of founders Evan Schwartz, Scott Marshall and their management team.

Brian Lesser, global chief executive of Xaxis said: “ActionX is one of the foremost players in mobile performance advertising, with industry-leading technology and a proven platform utilised by mobile-focused retailers and subscription brands.

“[Monday’s] acquisition brings ActionX’s 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,” he added.

Evan Schwartz, chief executive of ActionX: “The combination of our mobile-first platform with the products, client reach and scale of Xaxis is extremely powerful.

“We are excited to continue to build our platform and grow our business as part of the Xaxis team,” he added.

According to eMarketer, ad spending on mobile worldwide is expected to grow to almost $65bn by the end of 2015 and to over $158bn by 2018. ActionX will be rolled out globally to Xaxis clients in all regions in the coming months.