Home Podcast Podcast: Xaxis, Then And Now

Podcast: Xaxis, Then And Now


WPP Group’s programmatic platform subsidiary Xaxis has navigated several seasons of change in programmatic.

“When Xaxis was started it was very much around this concept of leveraging programmatic to help advertisers reach audiences,” Global CEO Nicolas Bidon says in this week’s episode of AdExchanger Talks.

But over time that old definition of programmatic has become almost synonymous with “digital,” with upwards of 70% of digital display transacting via programmatic. With that evolution, Xaxis has shifted its focus toward greater transparency and measuring outcomes. “It’s quite challenging because agreeing with [clients] on what’s the right way to measure and attribute value can be a long journey,” Bidon says of outcome-based payments. “There’s a bit of a confirmation bias.”

The transparency issue is more straightforward: Clients either demand it or they don’t.

“What we’re starting to do for some of our clients is offer them a model where we offer full transparency at a negotiated margin, he says. “That includes cost of media. But we’re still going with a bundle for the rest: data cost, platform cost, verification, machine learning. That’s all a single line item.”

Also in this episode: the China market, the ANA transparency report and the problems of

Verizon Media
This episode is sponsored by Verizon Media

Must Read

Nope, We Haven’t Hit Peak Retail Media Yet

The move from in-store to digital shopper marketing continues, as United Airlines, Costco, PayPal, Chase and Expedia make new retail media plays. Plus: what the DSP Madhive saw in advertising sales software company Frequence.

Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters

Albertsons Takes Its First Steps Into Non-Endemic Advertising, Retail Media’s Next Frontier

Albertsons is taking that first step into non-endemic advertising next week via a partnership with Rokt to serve ads to people who have already purchased groceries.

Marketecture Buys AdTechGod (No, Really)

Marketecture has acquired AdTechGod – an anonymous ad tech Twitter poster turned one-man content studio – and the AdTech Forum, an information resource hosted by AdTechGod and Jeremy Bloom.

Why The False Advertising Lawsuit Against Poppi Is Bad News For RMNs

This week’s dispatch explores the new trend of false advertising class-action suits in the food and CPG industry and how the evolution of online, data-driven retail media could exacerbate the problem.