This year, there was a dramatic rise in adtech “stacks,” with Facebook’s relaunch of Atlas and the expansion of Google’s DSP business, but WPP wants to support “an independent ad tech ecosystem” where technology and media companies remain separate. It is this direction that aligns with the recently announced alliance with AppNexus, explains Brian Lesser, Global CEO of Xaxis, the programmatic agency unit of WPP, in this interview with Beet.TV
His comments echoed the sentiments of WPP CEO Martin Sorrell with whom we spoke recently.
Lesser also speaks about the double digit growth of Xaxis this year, the launch and impact of its DMP product and the rise of video which now comprises a majority of the media in the agency’s operations. He also talks about the future of programmatic TV.