LONDON – Everyone is talking about how consumers’ electronic breadcrumb trails can make for highly effective digital media advertising campaigns.

Two years ago, WPP’s GroupM launched Xaxis, an in-house division dedicated to leveraging  audience profiles to even better target marketers’ messages.

“It’s an evolution of the role of the media agency,” Xaxis’ EMEA managing director Caspar Schilckum told us in an interview during Beet.TV’s Video Ad Strategy Summit last week.

“With media, we were experts in deciding which media to place clients’ ads on. With data, we’re becoming experts in how we construct those audience profiles using all the available data sources and finding those profiles across the entire spectrum of media.”