Becoming sort of holding company within its parent WPP, Xaxis is launching new, stand alone businesses.  The latest is called Light Reaction, a company that measures the impact of mobile advertising, says Brian Lesser, Global CEO of Xaxis in this interview with Beet.TV

The new unit is an amalgam of two acquisitions of ActionX and QuismaX along with existing Xaxis technology.  Light Reaction is launching in 20 countries with 300 clients. The new company sells media on a per outcome basis, vs. a more conventional CPM, Lesser explains.

Light Reaction is being headed by Xaxis veteran Paul Dolan.

In other developments, Lesser says that Xaxis is growing its direct business with marketers who work directly with Xaxis.  He says the direct business in the U.S. accounts for $75 million in annual revenue.