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
SMG’s CEO Desmond on Business Success: “Be Humble and Listen”

Riding the crest of a wave is a pretty good feeling. But the bigger lessons can come from falling off and hitting the bottom. Many a business guru is fond of the ironic value of failure. That’s a notion that the boss of one of the biggest ad groups subscribes to, too. “I’ve always learned ...

image
Xaxis’ Lesser Followed The Paternal Path To Change Advertising

Why did you get in to advertising? For Brian Lesser, it was because his dad showed him the ropes. Now Lesser runs WPP-owned Xaxis, one of the technology companies helping make advertising more targeted and more relevant. “When I was a kid, my father ran advertising agencies … I always liked the ...

519025316_c_648_367
From Mississippi Teenage DJ to Media Mogul, the Amazing Journey of Bob Pittman

Now the chairman and CEO of iHeartMedia, Inc., Bob Pittman got his start in the media business as a 15-year-old disc jockey in Mississippi, where he grew up. Motivated to earn money so he could take airplane flying lessons, he first applied to the local men’s clothing store and then tried to get a job ...

image
Privacy Concerns Slowing Ad Targeting In Europe: Furious Corp’s Swartz

Through the eyes of a US marketing exec, Europeans are, notoriously, relatively more concerned about how ad targeting might impinge on their personal data. A recent report from Belgium’s data protection agency claimed Facebook tracks computers of users without their consent, whether they are logged in ...

image
Research: Digital Video Growing On Live, Long-Form Demand

The old adage used to be that digital video had to be short, that viewers wouldn’t sit and watch it in long sessions. That may have been true on the desktop – but video ad tech company FreeWheel’s latest quarterly market report shows new devices are now driving online video ever more ...

image
Advertisers Lagging Consumers On Mobile: IPG’s Johnson

The data continues to point to a disconnect – consumers have flocked to consume content and engage socially using mobile devices, over desktop alternatives. So why have advertisers still not piled in to mobile at the same rate? “It’s sometimes an afterthought,” IPG Mediabrands global ...

image
IPG Chairman Emeritus David Bell: “An Igniter of People’s Talents”

Interpublic Group’s chairman emeritus David Bell grew up expecting to become a litigator, but when he decided at the last minute not to go to law school and turned his sights to advertising, he got lucky with admission to Leo Burnett’s training program. “I was the only one of 19 that didn’t have an ...

Irwin Gotlieb
The Thrill of the Media Biz Past, Present and Future: an Interview with Irwin Gotlieb

In Irwin Gotlieb’s view, what should make the ad industry exciting to young people is the variety of skills they’ll get to learn and clients they’ll get to serve. “If someone were to watch me in any given day, I still read scripts for television shows, I still make calls on development, and yet in ...

image
Creative Directors Are Warming Up to Data: Annalect’s Matts

Some creatives have continued to view data as an intrusion that undermines their work by valuing algorithms over instincts, but that may be starting to change. One development that creatives are excited about is the availability of programmatic technology that allows them to show hundreds of different ...

image
AdTech’s Torrid M&A Pace Powered by New Buyers, LUMA’s Kawaja

Through January to October 2014, the total value of ad tech deals totalled $3.8 billion, according to a report from investment bank Coady Diemar Partners at the time. And things are about to get bigger. Terence Kawaja, founder and CEO of media M&A advisory LUMA Partners, says his firm is advising on ...

image
AppNexus Replays Video Ambitions, Starting This Summer

It’s four years since ad tech company AppNexus first tried helping advertisers tackle targeted ad buying on digital video, an attempt it later aborted. But now the New York-based outfit is ready to reboot its video plan. AppNexus CEO Brian O’Kelley, in this video interview with Beet.TV, says: ...

image
TV-Synced Digital Ads Next Best To Addressable TV: IPG’s Stoller

We may not yet have reached the point at which so-called “addressable TV”, the ability to target individual connected televisions with unique advertising, is mass-market – but we have reached a close second, thanks to a combination of dumb TVs and smart devices. “Everyone would like ...

loader