Group M’s Xaxis Audience Buying Unit on Pace to Expand to 26 Markets

By on 10/23/2012 2:17 PM @daisywhitney

GroupM's audience buying unit Xaxis works with 800 advertisers in 16 markets worldwide and is on pace to hit 26 markets by year end, says Christina Beaumier, VP of Global Client Development.

Beet.TV contributor Ashley Swartz spoke to Beaumier at the Beet.TV Leadership Summit on Digital Video Advertising in an RTB World about the range of data sources Xaxis relies on, the notion of brand safety, and the growth in video advertising in real-time buying. 

"Since we built our technology we can plug into any type of data source, any type of inventory source," Beaumier says, explaining in this interview how Xaxis is different from a trading desk. "We plug into networks, we plug into publishers, and we can build private exchanges." The benefit of this home-grown technology approach is that Xaxis can then bring audience buying strategies to any type of targetable inventory. That includes private exchanges that Xaxis has built for premium publishers, for instance, she says. 

"It brings relevant messages to the site and allows them to monetize their inventory, not necessarily through exchanges, but ensuring they get the best advertisers in the marketplace," Beaumier says.

Much of the inventory that runs through Xaxis is tier-two, which is just a notch below custom home-page takeover type of ads and could therefore include above-the-fold and "page" two" type of spots, she adds. 

When Xaxis first launched, it initially worked with performance-based marketers and has now expanded to all categories such as luxury, travel, consumer packaged goods and more. In addition, Xaxis is also growing in video inventory and in some markets, more than half of a buy is devoted to video, she says.

This Beet event took place at the Manhattan offices of GroupM and was presented by TubeMogul.

Daisy Whitney

Recent Videos
image
Integral Ad Science Raises $67 Million Round to Fund Expansion, Combat Ad Fraud & Viewability

Integral Ad Science, the New York-based tech company that describes itself as  “the leader in quantifying digital media quality” has raised $67 million: $27 million in venture funding from Sapphire Ventures and $40 million in debt financing from Silicon Valley Bank. In this previously published ...

image
14 Chinese Companies Now Among Top 100 Most Valuable Brands: Millward Brown

Going back a decade, when Millward Brown’s annual BrandZ study tracking the 100 most valuable global brands was first released, only one Chinese company made the list. Now there are 14, including the tech giants Tencent and Alibaba. “Most of them are big brands, but they’re not truly globalized brands ...

image
4C Insights Acquires Teletrax to Drive Addressable TV Ad Decisioning

CHICAGO — The latest incarnation of a leading TV-synced online ads enabler is coming in to focus, with the announcement, by ad data company 4C Insights, that it has raised funds to acquire Teletrax, aiming to beef up its activities in social and TV advertising. “We’re playing aggressively in ...

image
Video Ad Platform Jun Group Raises $28 Million In First Venture Round

The Jun Group, a New York-based video ad platform that places ads in custom video players on publisher sites and within mobile apps, has taken its first venture round since being formed in 2005, the company announced today. The company, founded in 205, has taken some debt financing and is profitable, CEO ...

image
Hearst CEO Swartz’ Career Advice: Follow Your Passion To The Top

Steven R. Swartz isn’t the only business reporter to make it big on the business side of reporting. Sequoia venture capitalist Michael Moritz wrote for Time magazine before making tech investments, for example. But he is one of the few to have risen to the very top of the company he has worked in for so ...

image
“It’s Going to Take a Village to Produce Creative”: Tribal’s Guest

CANNES — One consequence of the rise of data-driven marketing is brands creating tens of even hundreds of ads for various audience segments for a single campaign, not just two or three like in the old days. It’s “great from a sales perspective and not so great from a marketing cost perspective,” ...

image
Data is an “Enabler” of Creativity, JWT’s Jeffrey

When J. Walter Thompson’s Non-Executive Chairman Bob Jeffrey got his start in advertising, it was normal for agencies to present a single TV spot to prospective clients in order to prove their credentials. For example, at Chiat/Day, where he worked early in his career, they showed the “1984” Apple ...

image
Addressable TV will Provide Unprecedented Granularity, SMG’s Scheppach

CANNES — So-called “addressable TV”, in which TV sets can now speak back to broadcasters, are tantalizing with the promise of household-level ad targeting. But addressable TV is not just about more refined TV targeting – the device in the living room is one platform that will feed ...

image
Careers in AdTech Will be Powered by Digital Transformation, AOL CEO Tim Armstrong

Less than 10 percent of e-commerce and advertising is powered digitally —  but that will inevitably change. And the looming transformation will provides a twenty to thirty-year “tailwind” for the entire adtech and media industry which will mean vast opportunities for young people ...

image
Big Changes in the Values of Brands Powered by Geography and Technology, Sir Martin Sorrell

In the past 10 years, since the WPP-owned global brand consultancy Millward Brown has tracked the value of brands with its BRANDZ 100 rankings, there have been many changes.  Over that period, nearly half of the companies have changed.  This upheaval  has been powered by two major factors:  geography and ...

terence kawaja
Addressable TV Advertising is Changing the “Lumascape,” Banker Kawaja

CANNES – As addressable TV advertising emerges, so are a number of companies including Visible World (recently bought by Comcast), Clypd, Simulmedia and others.  For the new medium to succeed, one essential will be companies that focus on yield management around addressable TV, says investment banker ...

image
A “Whole New World” of Video Advertising Coming to Comcast/NBCU, Driven by Set-top Data

CANNES – Comcast’s data from its twenty millions set-top boxes, coupled with marketers’ first party data, will create a “whole new world” for NBC Universal, for both advertising and content creation, explains Linda Yaccarino, Chairman, Advertising Sales and Client Partnerships ...

loader