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XR acquires Telly Traffic
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XR acquires Telly Traffic to bolster UK advertising operations support for advertisers and agencies.
XR, the leading platform powering advertising operations, announced the acquisition of Telly Traffic, a UK-based business affairs specialist with nearly two decades experience supporting TV advertising delivery.
Activating advertising campaigns across linear and CTV is becoming increasingly complex, driven by new clearance requirements and heightened regulatory scrutiny. Recent legislative changes, like the UK’s Less Healthy Foods restrictions, have added further approval and compliance demands for advertisers across the lifecycle of every ad. The addition of Telly Traffic to XR brings further specialist expertise and scale, strengthening XR’s ability to manage evolving regulatory requirements with precision and reliability.
Telly Traffic currently works with some of the UK’s most prominent creative agencies and production companies, supporting large national and global brands. The acquisition expands XR’s Business Affairs capabilities and establishes the company as the most comprehensive business affairs operation in the UK. It also supports XR’s continued investment in its people and platform, reinforcing its position as a long-term partner for the UK advertising market.
“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,” said Noreen Connolly, Director of Campaign Services at XR. “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.”
Combined with XR’s advertising operations platform, uniting asset management, rights tracking, accessibility, and cross-media delivery in a single connected workflow, the expanded XR Business Affairs team reduces handoffs, improves visibility, and lowers operational risk for agencies and brands. The result: advertisers can move faster across linear and CTV while staying confidently compliant in an increasingly demanding regulatory environment.
“We’re thrilled to be joining the XR team,” said Patsy Barry, Director of Telly Traffic. “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.”
The Telly Traffic team will join XR, continuing to operate from its London office as part of the expanded Business Affairs team.
