Group M’s trading desk arm Xaxis is aiming to expand its reach into TV-centric buying for online video via deals with Hulu, Viacom and ABC. Under the agreements, Xaxis will buy video ad inventory from those companies using its programmatic tools and insight, according to an Adeek story by Mike Shields.

Xaxis will package the inventory and sell it based on GRPs, demographics and psychographics rather than online metrics such as clicks or views, said Xaxis CEO Brian Lesser in the Adweek article. Xaxis will rely on data from Nielsen Online Campaign Ratings, comScore, and Kantar, and will lean on tech partners Videology and TubeMogul.

Beet.TV spoke to Lesser in June at the Cannes Lions event and he addressed the increasing industry shift to programmatic buying. For more insight into the benefits of programmatic buying, check out this video interview.