Xaxis North America Managing Director, Brian Gleason, was quoted in this story about ad exchanges.
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"The technology and data platforms we have developed are global, which provides economies of scale and allows for integrated multi-national campaigns."
With programmatic channels, publishers are now able to access, aggregate, and control the quality of display and video ads that appear on their sites coming from the various demand-side platforms (DSPs).
Big data has helped marketers optimize audiences for their ad campaigns but the next important trend will be in optimizing creative, says David Moore, Chairman of Xaxis and President of WPP Digital.
Xaxis, the programmatic advertising and technology unit of WPP’s GroupM, is expanding into nearly 50 global markets this year and plans to expand the offering of Xaxis TV, says Brian Lesser, Global CEO.
“Creative, that’s our biggest hole,” Xaxis’ north America MD Brian Gleeson tells Beet.TV. “We’ve spent so much money and time in creative for broadcast – we aren’t doing our part as an industry to look at adaptive creative for digital video."
The acquisition is the latest in a string of recent moves by WPP to strengthen the Xaxis offering.
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