XR, a platform focused on advertising operations, has acquired Telly Traffic, a UK-based business affairs specialist that supports TV advertising delivery. The deal is aimed at strengthening XR’s UK advertising operations support for advertisers and agencies, as compliance and clearance requirements across linear TV and connected TV continue to grow more complex.
XR said shifting regulatory expectations and added scrutiny are increasing approval and compliance demands throughout the lifecycle of every ad. The company cited recent legislative changes, including the UK’s Less Healthy Foods restrictions, as examples of additional requirements advertisers must navigate.
Telly Traffic has worked with UK creative agencies and production companies for nearly two decades, supporting national and global brands. XR said the acquisition expands its business affairs capabilities and positions the combined organization as a more comprehensive business affairs operation in the UK, while reinforcing XR’s continued investment in its people and platform.
XR said the combined offering will bring Telly Traffic’s specialist expertise together with XR’s advertising operations platform, which it described as uniting asset management, rights tracking, accessibility, and cross-media delivery in a single connected workflow. XR said the expanded business affairs team is designed to reduce handoffs, improve visibility, and lower operational risk for agencies and brands, enabling advertisers to move faster across linear and CTV while staying compliant.
Telly Traffic’s team will join XR and continue operating from its London office as part of XR’s expanded business affairs team.
KEY QUOTES:
“We’re proud to welcome Telly Traffic to XR at a moment when advertisers are demanding higher standards of service and accountability with their ad operations partners. Telly Traffic shares our client-first approach, reinforcing our belief that great service delivers better results for our clients and the advertising industry as a whole.”
Noreen Connolly, Director of Campaign Services, XR
“We’re thrilled to be joining the XR team. We’ve always enjoyed a strong working relationship, so becoming part of XR feels like a natural next step. It allows us to bring our experience into an innovative business designed for today’s ad-delivery realities, while delivering even higher standards of service to the clients we love.”
Patsy Barry, Director, Telly Traffic
