Atex has strengthened its advertising management offering with the acquisition of Tieto's cloud-based Cross Advertising product.

The Nordic software and services company's solution will give Atex a "modern and competitive" solution for efficient multi-channel advertising. Cross-advertising provides end-to-end management, from sales, CRM, booking to production and invoicing in a streamlined process.

Atex chief executive Anders Christiansen says its ability to manage complex/emerging products and service portfolios will help news organisations increase revenues: "Atex already has a strong SAAS solution for digital content management and multi-channel publishing and we want to complement our offering with a modern advertising product for current and new customers.

"With the addition of Cross-advertising to the Atex portfolio of products we are following the DNA of the company, deeply committed to the evolving needs of the news industry."

He says the acquisition has been supported by Atex's owner, Vela Software, for which the Atex acquisition was the start of a strategy to become a comprehensive provider of software solutions for the media industry.

Atex will continue to support its Enterprise advertising solution, but customers wishing to move to the new web-based platform will be offered "a compelling upgrade path".