Sooner or later, every marketing campaign comes down to one thing – selling more.

But, somewhere along the line, digital advertising became about the steps along the journey, rather than the destination itself.

That is why Xaxis, WPP’s programmatic-focused division, is now predicating its offerings on the outcomes marketers want to achieve.

In this video interview with Beet.TV, Nicolas Bidon, Xaxis global CEO, says that, often, what clients think they want is not necessarily the best thing that leads to outcomes.

“The evolution to outcome media really came from the poor job we’ve done as an industry to really show the accountability from programmatic,” he says.

“What we wanted to do is to the change the dialogue with our clients, refocused on measuring what matters to them. Not necessarily delivering standard metrics like CPM, and CPC, which are fairly crude, but rather agree with them what is the closest proxy to the real business results they want to deliver, and, based on that, optimize the media plan storage delivering those outcomes.

“We find brands sometimes at a loss to really understand what drives value and what doesn’t. We really leverage the technology we have on hand, specifically our machine learning platform, which is called Copilot, to try to customize algorithms that are going find the nuggets you have in the media landscape that are most likely to deliver the outcomes our client want.”