ActionX

ActionX, founded in 2012 by CEO Evan Schwartz and based in New York City, established itself as a mobile performance-based marketing business with a focus on e-commerce. The company specialized in helping retailers and other transactional brands attract and retarget customers across mobile and other screens to maximize revenue and customer lifetime value. Its proprietary platform connected mobile customer acquisition with retargeting capabilities, offering tools that enabled clients to engage users on their path to purchase through mobile-first data, audience targeting, and dynamic creative advertising technology.

The business catered to e-commerce and media subscription companies, counting notable brands like Forbes, Hearst, and JackThreads among its clients. ActionX's business model was performance-based, leveraging advanced algorithms and AI-driven technology to identify user behavior patterns, analyze data, and deliver customized ad experiences to optimize engagement and conversions. The platform was designed to be scalable for businesses of all sizes, from small enterprises to large corporations.

A significant milestone in the company's history was its acquisition in March 2015 by Xaxis, the global programmatic media and technology platform of advertising giant WPP. At the time of the acquisition, ActionX employed 25 people. This strategic investment was part of WPP's broader strategy to expand its presence in high-growth sectors like mobile and e-commerce. Prior to the acquisition, ActionX had successfully raised $5 million in funding from investors including SoftBank Capital, AOL Ventures, and Verizon Ventures.

Keywords: mobile advertising, retargeting, e-commerce marketing, performance-based marketing, mobile customer acquisition, cross-screen advertising, dynamic creative, audience targeting, mobile ad network, adtech, Xaxis, WPP, Evan Schwartz, customer lifetime value, mobile commerce, media subscription, programmatic media, data-driven advertising, user engagement, mobile analytics