Xaxis aims to offer advertisers audience-based solutions, rather than technologies.
Ad holding company WPP has consolidated its existing audience-based buying technologies and data platforms and re-housed them in a new unit dubbed Xaxis. The company will provide centralized data-informed ad services for clients of its GroupM media agency family, which includes its Mindshare and Mediacom brands, among others.
Existing WPP technologies and platforms now rolled up in the Xaxis brand include B3, targ.ad, GoldNetwork, GroupM DSP and the GroupM Marketplace. The group hopes that streamlining and combining those efforts under one roof will help deliver greater efficiencies for its clients, and ultimately its own business.
"It's expensive to develop audience-based technologies, and to acquire the data to accompany them… This makes it more efficient for us to operate and allows agencies to offer a consistent solution globally," explained Xaxis CEO Brian Lesser, who previously served as global general manager of WPP’s digital marketing technology company, the Media Innovation Group.
Xaxis will act as a central data warehouse for WPP customers, and is designed to help them target and acquire audience-based display, video, mobile, and social media inventory across a range of sources, such as ad exchanges and networks. "Advertisers want benefits oriented solutions; they're not focused on one particular technology," Lesser said.
The firm also intends to integrate offline data to help its clients gain deeper insights into their customer bases, and to more effectively measure the impact of their online efforts on consumers' offline behaviors. For example, the company can already match offline shopping data gleaned from WPP's market research firm Kantar with online user behavior. "Advertisers can use offline attributes to help target their online campaigns," Lesser said, adding that purchase behavior information can also be tracked to judge the effectiveness of online ads.
Xaxis will launch a range of products geared towards specific advertisers and campaign goals, Lesser said, including solutions for direct response and brand-oriented marketers. At launch the company will have a presence in 11 countries across North America, the UK, Europe and Australia, and has plans to expand into additional markets later this year.
Revolutionize your digital marketing campaigns at ClickZ Live San Francisco! (August 10-12) Educating marketers for over 15 years, we return to San Francisco this August with our action-packed, educationally-focused agenda that will cover every aspect of digital marketing. Early Bird rates available through Friday, July 17 - save up to $300! Register today.
Jack Marshall was a staff writer and stats editor for ClickZ News from 2007 until August 2011.
US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.
E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.