Atex showed an integrated Atex-Polopoly web content management portal at Nexpo, a couple of weeks after announcing the Polopoly acquisition. As part of its DNA initiative, Atex showed media-neutral content from its CMS as well as live digital news feeds from Associated Press and ad content from the Mactive AdBaseE advertising platform and third-party display ads from Wave2.Atex chief technology officer Peter Marsh says the demonstration was a testament to the open interface standards embraced by both companies. Polopoly can be configured to show contextually related content, such as ads for pickup trucks or four-wheel drive vehicles, enabling all ad and news content to be centrally managed. gx