Xaxis (business)

Xaxis (pronounced "zak-səs") is a programmatic media and technology platform. 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.

Xaxis
Subsidiary
Industry
  • Advertising
  • Marketing
Founded2011 (2011)
FounderBrian Lesser
Headquarters
New York, NY
,
US
Number of locations
63 Offices
Key people
Nicolas Bidon, Global CEO
David J. Moore, Chairman
Number of employees
1800
ParentWPP plc
Websitewww.xaxis.com

History

Xaxis was launched by WPP and GroupM.[2] The creation of Xaxis was spurred from the rapidly growing demand for audience buying and solutions that allow advertisers to target specific audiences.[3] 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.[4] Light Reaction leverages technology designed to assess, manage, optimize and measure risk in real time.[5]

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.[6]

Mergers & Acquisitions

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

Less than 3 weeks after the merger, Xaxis acquired Bannerconnect, a media trading firm based in the Netherlands. Bannerconnect specialises in providing infrastructure and services for digital media trading to publishers, advertisers and media agencies.[10]

On March 30, 2015 Xaxis acquired the mobile ad-tech startup Action Exchange, Inc. (“ActionX”), a mobile performance-based marketing business with an e-commerce orientation in the United States.[11][12]

On October 13, 2016, Xaxis acquired ecommerce ad tech business, Triad Retail Media. 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.[13]

Product & Services

Turbine (now [m]insights)

In early 2014, Xaxis announced the release of their second proprietary data management platform (DMP), Turbine.[14] Turbine is now part of [m]platform, the data and technology media platform launched by GroupM in 2017.

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