Xaxis (business)

Xaxis
Subsidiary
Industry
  • Advertising
  • Marketing
Founded 2011 (2011)
Headquarters New York, NY, US
Number of locations
 63 Offices
Key people
 Nicolas Bidon, Global CEO
David J. Moore, Chairman
Number of employees
 1800
Parent WPP plc
Website www.xaxis.com

Xaxis (pronounced "zak-səs") is the world’s largest global programmatic media and technology platform working with 3,300 brands in 47 markets and produces more than $1 billion in revenue annually. The company has 1,800 employees globally.[1] It is part of the WPP Group, which is by revenue one of the largest marketing and communications companies in the world.[2]

History

Xaxis was launched by WPP and GroupM as a global audience buying company to combine all of the demand-side data and technology resources of WPP and the trading leverage of the GroupM agencies into a single comprehensive resource. [3] The creation of Xaxis was spurred from the rapidly growing demand for audience buying and solutions that allow advertisers to target specific audiences.[4] Xaxis was a big early success because it used WPP’s buying power to acquire discounted inventory, then added value through data and tech. Xaxis launched Light Reaction on June 2, 2015. [5] Light Reaction leverages technology designed to assess, manage, optimize and measure risk in real time.[6]

In 2018, Xaxis repositioned itself as ‘The Outcome Media Company’ as it changed its model to buying for clients on guaranteed metrics that impact business performance, such as viewability and incrementality.[7]

Mergers & Acquisitions

On December 3, 2013, Xaxis merged with WPP sister company 24/7 Media, a digital-marketing technology company.[8] The merger was finalized January 21, 2014. [9] [10]

Less than 3 weeks after the merger, Xaxis acquired Bannerconnect, a leading media trading firm based in the Netherlands. Bannerconnect specialises in providing infrastructure and services for digital media trading to publishers, advertisers and media agencies. [11]

On March 30, 2015 Xaxis acquired the mobile ad-tech startup Action Exchange, Inc. (“ActionX”), a leading mobile performance-based marketing business with an e-commerce orientation in the United States.[12][13]

On October 13th, 2016, Xaxis acquired ecommerce ad tech business, Triad Retail Media. For Xaxis, the acquisition signaled further expansion into the business of buying and selling premium digital inventory. Triad handles media sales for major ecommerce sites, including those operated by Walmart, Sam's Club, eBay, StubHub, Staples and Toys R Us. In spite of apparent synergies with Xaxis, Triad continued to operate as an independent brand and subsidiary. [14]

Product & Services

Turbine (now [m]insights)

In early 2014, Xaxis announced the release of their second proprietary data management platform (DMP), Turbine. According to the company, the Turbine allows Xaxis to reach a variety of media platforms with a broad scope of audience buying capabilities that had previously been independently developed and optimized. [15] Turbine is now part of [m]platform, the data and technology media platform launched by GroupM in 2017.

Copilot

Launched in 2015, Copilot is a Xaxis built technology that optimizes campaigns using Artificial Intelligence. It utilizes an algorithm or "strategy" built on thousands of learning models to drive smarter, faster optimization on programmatic media buys. [16]

Notable Work

Xaxis EMEA joined forces with TNS and Lightspeed to aid Rwandan charity SURF Survivor’s Fund through using programmatic advertising.

The campaign's main focus was to promote their newly launched website, which also provided visitors the opportunity to make donations and improve the lives of women and children following the horrific genocide in 1994.

This was successful through a combination of market research designed by TNS and scaling it with the help of Lightspeed. The agency utilised highly targeted digital advertising and data optimised creatives and drove thousands of new users to the site which increased brand awareness and a higher likelihood of donations to the charity.[17]

See also

References

  1. ↑ "With The Trading Desk Heyday Behind It, Xaxis Shifts Its Narrative To Guaranteed Outcomes | AdExchanger". AdExchanger. 2017-11-17. Retrieved 2018-07-26.
  2. ↑ "WPP plc", Wikipedia, 2018-07-09, retrieved 2018-07-26
  3. ↑
  4. ↑ Peter Epstein (27 June 2011). "GroupM launches Xaxis: ad industry's most comprehensive audience buying solution". AdMonsters.
  5. ↑ Alexandra Bruell (2 June 2015). "WPP's Xaxis Starts an Agency Whose Pay Depends on Its Results for Marketers". AdAge.
  6. ↑ Ellen Hammett (5 June 2015). "Light Reaction | About Us". Mediatel.
  7. ↑ "With The Trading Desk Heyday Behind It, Xaxis Shifts Its Narrative To Guaranteed Outcomes | AdExchanger". AdExchanger. 2017-11-17. Retrieved 2018-07-26.
  8. ↑ Robert Andrews (17 December 2013). "WPP Has "Largest Programmatic Media Platform" with Xaxis and 24/7 Real Media Merger". Beet TV.
  9. ↑ Tyler Loechne (21 January 2014). "Xaxis, 24/7 Finalize Merger". MediaPost.
  10. ↑ Garett Sloane (21 January 2014). "Xaxis Merger Chases Programmatic Vision Finalizes union with 24/7 Media". AdWeek.
  11. ↑
  12. ↑ Lepitak, Stephen (March 30, 2015). "Xaxis agrees deal to acquire ActionX". The Drum.
  13. ↑ Hercher, James (November 10, 2015). "Programmatic Is Full Steam Ahead As Tech Leaders Move Up The WPP Ranks". AdExchanger.
  14. ↑
  15. ↑ Alex Kantrowitz (12 June 2014). "WWPP's Xaxis Spends $25 Million To Build Its Own Data Management Platform". Ad Age.
  16. ↑
  17. ↑
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