COLOGNE — GroupM’s programmatic ad-trading technology division Xaxis reckons its recently-announced Data Management Platform (DMP) – codenamed Turbine – one-ups rivals’, as video advertising booms.
“We built it from the ground up … it allows us to get data that only we can have access to,” Xaxis global COO Mark Grether tells Beet.TV in this video interview.
“We can differentiate ourselves from competitors who only offer (their clients) third-party data which everyone (else) has access to. We just know more about a user – therefore, we can target better.”
Grether says 60% of Xaxis revenue is from video advertising, which has more growth potential even than mobile.
This video is part of series of videos from DMEXCO. Please find all of our interviews from the show right here. Beet.TV’s coverage of DMEXCO is sponsored by Videology.