The deal, which came into effect last week, will allow Reading-based Atex to integrate Wave2’s self-service ad technology, Wave2 Publishing Platform (W2PP), into its AdBaseE classified and display advertising portal.
Wave2 founder and managing director Chris Hodges said: “The integration of the Wave2 Publishing Platform into Atex AdBaseE portal will provide unequalled capabilities for the hundreds of Atex publishing customers and their advertisers.”
Wave2 said that its W2PP software provides complete integration with Adobe InDesign, meaning that anything that can be composed using InDesign can be composed with W2PP.
Atex chief integration officer Peter Marsh said: “With Wave2’s technology, we are able to provide an easy-to-use templated ad composition module that is designed for creating both print and online ads.”
In addition, Atex said that integration of its AdBaseE portal and Wave2’s software would be “secure” and “seamless” thanks to the fact that W2PP is architected using web services.
Atex acquired AdBaseE through its purchase of the product’s US and Swedish-based developer, Mactive, in January.
Have your say in the Printweek Poll
Related stories
Latest comments
"Very insightful Stern.
My analysis?
Squeaky bum time!"
"But in April there was an article with the Headline "Landa boosts top team as it scales up to meet market demand", where they said they came out of last year’s Drupa with a burgeoning order..."
"Yep. Tracked is king."
Up next...
Print services required
Trio of new tenders up for grabs
Greater automation and ease-of-use
Konica Minolta enhances AccurioPress C7100 series
Energy savings and wider gamut
Wilmot-Budgen takes first LED Onset
Weekly one million mark