BARCELONA — The latest data-driven ad-tech operation under the WPP stable is Light Reaction, launched by WPP’s programmatic division Xaxis a year ago to put a performance spin on mobile-first ad sales.

That company just named the former PubMatic exec Bob Walczak as its CEO, and Walczak says mobile could be the key that unlocks the door to better advertising.

“Mobile has an ability to be location-specific, to track users and verify if the campaign was working,” he tells Beet.TV in this video interview. “It’s (about) time and place.

“Use a device for time-wasting or time-saving… playing your game, versus using the mapping or weather program on it. Tailoring campaigns to deliver with the use case for the device will drive better value back to the brands.”

Walczak spent more than two years with PubMatic before running IPONWeb’s BidSwitch. He’s a big believer in finding the individual, unique value within devices.

“There’s a lot of talk of cross-device, device targeting by individual channel,” he adds. “(But) consumers have very different behaviours in each device. That leaves a big opportunity for attribution and determining which device is driving the best performance for the campaign.”


This video was is part of Beet.TV’s coverage of Mobile World Congress presented by Light Reaction.   Please visit this page for additional videos from Barcelona.