Xaxis (business)

Xaxis
Industry Marketing and Advertising
Founded 2011 (2011)
Headquarters New York, NY, US
Key people
 Brian Gleason, Global CEO
David J. Moore, Chairman
Christina Van Tassell, Global CFO
Nicolle Pangis, Global COO
Bob Hammond CTO
Number of employees
 1500
Parent WPP plc
Website www.xaxis.com

Xaxisis the world’s largest programmatic audience company that connects advertisers to audiences across all addressable channels. Through the expert use of proprietary data and advertising technology along with unparalleled media relationships. Advertisers working with Xaxis achieve exceptionally high return on advertising spend through the company’s proprietary media products, as well as through its specialist companies, Light Reaction and plista.

Xaxis delivers results for over 3,000 clients in 46 markets across North America, Europe, Asia Pacific, Latin America and the Middle East. [1]

History

Xaxis was launched by WPP and GroupM in 11 countries across North America, Europe, and Australia in June 2011. The creation of Xaxis was spurred from the rapidly growing demand for audience buying and solutions that allow advertisers to target specific audiences.[2] [3] The company’s goal was to manage what it described as the "world's largest" database of profiles of individuals that includes demographic, financial, purchase, geographic, and other information collected from their web activities and brick-and-mortar transactions. [4] In early 2014, Xaxis announced the release of their second proprietary data management platform (DMP), Turbine. According to the company, the Turbine allows Xaxis to reach a variety of media platforms with a broad scope of audience buying capabilities that had previously been independently developed and optimized. [5]

On December 3, 2013, Xaxis merged with WPP sister company 24/7 Media, a digital-marketing technology company.[6] The merger was finalized January 21 2014. [7] [8]

Less than 3 weeks after the merger, Xaxis acquired Bannerconnect, an ad firm headquartered in the Netherlands.[9] The merger was finalized January 21, 2014.

On September 22, 2014, Xaxis announced that AppNexus would be acquiring Open AdStream, formerly known as Xaxis for Publishers. In addition, WPP invested $25 million in AppNexus as part of a funding round by a public equity firm. The deal was finalized on October 31, 2014.[10][11]

On March 30, 2015 Xaxis acquired the mobile ad-tech startup ActionX. The acquisition allowed the company to nearly triple mobile revenues while providing clients with a new suite of proprietary solutions.[12][13]

To capture a slice of the rapidly growing performance advertising market, Xaxis launched Light Reaction on June 2, 2015. [14] Light Reaction is a programmatic performance advertising business that sells clearly defined consumer outcomes. Light Reaction’s approach to performance leverages the data resources and scale of Xaxis to deliver highly measurable results for advertisers. [15]

In early 2016 native ad specialist, plista joined the Xaxis portfolio of brands to become one of the world's most comprehensive programmatic platforms for native advertising. plista provides innovative solutions for native advertising and content distribution in premium environments.[16]

Recognition

  1. Crain’s Best Places to Work 2013: Number 5 [17]
  2. Internet Week Best Places to Work NYC Tech: finalist [18]
  3. Won Asian Marketing Effectiveness & Strategy Award 2014 (AMES), Category: Data Mining - Audience Association and Clustering Analysis [19]
  4. Marketing Excellence Awards Malaysia (2014): Excellence in Data-Driven Marketing, Won Silver Award [20]
  5. FESTIVAL OF MEDIA 2014, Nominated for Best Use of Technology for Xaxis Sync Product [21]
  6. Xaxis’ Simon Honc shortlisted for DATA IQ New Talent Award [22]
  7. MMA Global Smarties Award: Best Programmatic Campaign with MediaCom for DSW Cross Screen Campaign (2015) [23]
  8. Mobile Mafia Award: Best Cross-Screen Activation with MediaCom for DSW Cross Screen Campaign (2015) [24]
  9. Summit Marketing Effectiveness Platinum Award: Online Advertising and Marketing Campaign with MediaCom for DSW Cross Screen Campaign (2015) [25]
  10. Won AEF Media Award (2016) [26]

References

  1. ↑ WPP (1 July 2011). "WPP Company Search: Xaxis". WPP.
  2. ↑ Peter Epstein (27 June 2011). "GroupM launches Xaxis: ad industry's most comprehensive audience buying solution". AdMonsters.
  3. ↑ Peter Epstein (24 June 2011). "GroupM launches Xaxis - Ad industry's most comprehensive audience buying solution". ITWeb.
  4. ↑ Emily Steel (27 June 2011). "WPP Ad Unit Has Your Profile". The Wall Street Journal.
  5. ↑ Alex Kantrowitz (12 June 2014). "WWPP's Xaxis Spends $25 Million To Build Its Own Data Management Platform". Ad Age.
  6. ↑ Robert Andrews (17 December 2013). "WPP Has "Largest Programmatic Media Platform" with Xaxis and 24/7 Real Media Merger". Beet TV.
  7. ↑ Tyler Loechne (21 January 2014). "Xaxis, 24/7 Finalize Merger". MediaPost.
  8. ↑ Garett Sloane (21 January 2014). "Xaxis Merger Chases Programmatic Vision Finalizes union with 24/7 Media". AdWeek.
  9. ↑ Laura Bracher (3 February 2014). "Xaxis Agrees to Acquire Ad Firm Bannerconnect". M&M Global. Archived from the original on June 26, 2015.
  10. ↑ Alex Spencer (22 September 2014). "AppNexus Acquires Open AdStream, Lands $25m from WPP". Mobile Marketing.
  11. ↑ Ryan Joe (31 March 2015). "What Are They Building In There? A Look At Xaxis' Tech Investments After Its ActionX Acquisition". AdExchanger.
  12. ↑ Lepitak, Stephen (March 30, 2015). "Xaxis agrees deal to acquire ActionX". The Drum.
  13. ↑ Hercher, James (November 10, 2015). "Programmatic Is Full Steam Ahead As Tech Leaders Move Up The WPP Ranks". AdExchanger.
  14. ↑ Alexandra Bruell (2 June 2015). "WPP's Xaxis Starts an Agency Whose Pay Depends on Its Results for Marketers". AdAge.
  15. ↑ Ellen Hammett (5 June 2015). "Xaxis launches mobile-first ad business". Mediatel.
  16. ↑ Dahlke, Randy (April 13, 2016). "Xaxis and plista Launch Programmatic Native Platform". Mobile Advertising Watch.
  17. ↑ Crains New York (6 December 2013). "Best Places to Work 2013". Crains New York.
  18. ↑ Internet Week NY (20 October 2014). "Internet Week Best Places to Work NYC Tech Luncheon". Crains New York.
  19. ↑ Asian Marketing Effectiveness & Strategy Awards (29 May 2014). "Data & Analytics - Data Mining - Audience Association and Clustering Analysis". Asian Marketing Effectiveness & Strategy Awards.
  20. ↑ Marketing Excellence Awards (17 October 2014). "2014 MEA Winners". Marketing Excellence Awards.
  21. ↑ Festival of Media Global (12 May 2014). "Festival of Media Global". Festival of Media Global. Archived from the original on October 31, 2014.
  22. ↑ DataIQ (18 June 2014). "The IQ Talent Awards Shortlist". DataIQ.
  23. ↑ MMA Global Smaries Awards 2015 (20 August 2015). "MMA Global Smaries Awards 2015". Marketing Excellence Awards.
  24. ↑ Mobile Mafia Awards 2015 (20 August 2015). "Mobile Mafia Awards 2015". Marketing Excellence Awards.
  25. ↑ Summit Marketing Effectiveness Award 2015 (13 October 2015). "Summit Marketing Effectiveness 2015". Summit Marketing Effectiveness.
  26. ↑ "AEF Media Award 2016". Advertising Educational Foundation.
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