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Telefonica Sets Up Mobile Advertising Subsidiary

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Telefonica is setting up its own mobile advertising exchange, as a joint venture with Blackstone's GSO Capital Partners (GSO).

The new ad agency, Axonix will be powered by technology acquired by Telefónica and Blackstone's GSO Capital that underpinned the programmatic advertising platform, MobClix.

Simon Birkenhead has been appointed Chief Executive of Axonix, leaving his current role as Telefónica's Director of Global Advertising Sales. The newly formed company will have a completely new executive management team and will operate globally with its headquarters in London.

Stephen Shurrock, CEO of Digital Service & Innovation at Telefónica said: "Our immediate priority now is to scale the business quickly by attracting the best talent in the industry, right from the heart of London, and partner with leading brands, agencies, networks and publishers to make highly targeted, relevant and impactful mobile advertising a reality across the globe."

Axonix will initially offer a self-service, mobile ad exchange platform to advertisers and publishers globally but with a specific focus on US and Europe, plus Latin America where Telefonica has local scale. Over 100 demand partners are already integrated into the Axonix platform.

Telefonica added that the use of its audience data, anonymized and aggregated, through a programmatic trading platform will enable Axonix to deliver improved ad relevancy and performance.

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Tags: telefonica  mobile advertising