ADOTAS – Apparently there was some client commotion when the news came out that Brian Lesser had been replaced as general manager of the Media Innovation Group, one of WPP’s ad tech outlets. The agency holding company ambiguously announced that he’d moved to another part of the company.
Well, WPP simply wasn’t ready to show all its cards, but it is now. Lesser is heading up Xaxis, a new audience buying platform that promises clients of GroupM — which includes agencies Maxus, MEC, MediaCom, and Mindshare — the most efficient and effective targeting ever. (EVAH!). As the central audience buying tool for GroupM’s agencies, Xaxis launches with 11 ad products and a presence in 11 countries.
Employing all the demand-side data and technology resources of WPP, the platform is constructed from technology developed throughout the holding company over the last three years — B3, targ.ad, GoldNetwork, GroupM DSP and the GroupM Marketplace. Xaxis’ data management platform has access to what WPP claims is the largest pool of audience profiles out in the world. On the supply side, Xaxis will be able to target audiences across the premium properties of GroupM’s media partners.
In an interview with John Ebbert at AdExchanger, Lesser notes that GroupM agencies won’t be forced to do their audience buying at Xaxis, but they won’t want to do it anywhere else because the platform is tailored to clients’ needs — after all, it was designed with them in mind. He also details the video product, XaxisTV, which will reportedly allow advertisers to bridge the gap between television and digital products with “zero waste.”