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.
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