LONDON — 2014 looks like being an even bigger year in video for Group M’s Xaxis data targeting unit.
Group M parent WPP last week announced it would merge stablemate 24/7 Media’s collection of publisher-side technologies in to Xaxis to cater to an ad market seeing publishers and advertisers dealing with each other, cutting out agencies (via AdAge).
Xaxis’ EMEA MD Caspar Schlickum tells Beet.TV: “Right now, around half our business is video across Europe.
“Next year, to grow that, we’re going to be having much more of a dialogue with our TV buyers and planners, creating products that are interesting to them, measured on GRP, and something that’s integrated in to their planning technologies.
“That’s a huge focus for us next year, video is going to go from strength to strength.”