New York—Digital marketing technology agency 24/7 Media has acquired U.K.-based advertising solutions provider Crystal Semantics. Financial terms of the deal were not disclosed.
Crystal Semantics, headquartered in London, specializes in matching advertising to appropriate Web content. The deal is expected to increase relevance and brand protection for advertisers, according to a statement by agency holding company WPP, 24/7's parent company.
Last week WPP merged 24/7 with its programmatic trading division, Xaxis. The 24/7 name will be retired, and the combined companies will operate under the Xaxis brand.