US tech firm AppNexus is to significantly increase headcount at its London base.

The cloud-based advertising software company is headquartered in New York City and has 23 offices in North America, Latin America, Europe, Asia and Australia.

As part of an investment by parent company Xandr into AppNexus’ European operations, the business confirmed to BusinessCloud that it is recruiting 60 new employees across the continent, with 22 positions available in London across services, commercial and a number of other functional teams.

That will take its headcount in the UK capital to more than 100 by the end of the year.

The London office was established in 2011 and has more than doubled in size since May 2013. AppNexus says the capital was a strategic entry point as it expanded into Europe.

“The UK advertising market, especially digital, is by far the largest and most advanced outside of the US and continues to grow very quickly,” said Nigel Gilbert, its chief market strategist for the EMEA region.

“Our London base grants us access to relevant skillsets, which, combined with our ability to quickly onboard and train those people, is paramount to our ability to keep pace.”

Staff are already being recruited in France, Germany, Spain and Italy.

Margot James, UK Minister for Digital, said: “The UK is home to world-leading digital and creative industries, and Xandr’s investment is further international recognition of our talented workforce, business friendly environment, and unique creativity.

“We are committed to making Britain the best place in the world to grow a business and look forward to more companies expanding their operations on our shores.”

AppNexus’ cloud-based advertising software platform harnesses real-time analytics and machine learning. It helps marketers reach consumers with more relevant and engaging advertising, which helps publishers monetise their content.

In turn, this allows those same publishers to offer that content – like quality journalism, video, music, and games – free to consumers across Europe and around the world.

AppNexus was acquired by AT&T in 2018 and became part of part of its advertising and analytics company Xandr.

Xandr employs more than 1,500 employees in more than 30 offices around the world.