SEVILLE — The ad-tech world has got pretty good at finding the right audiences and executing the right media buys at the right time.<\/p>\n

But what’s left on the table? Mobile, measurement and that little matter of creativity, says one exec\u00a0working at the numbers end of an ad data company.<\/p>\n

“There\u2019s a surge in people moving on to mobile devices. From a measurement perspective, we\u2019re still paying catch-up,”\u00a0Xaxis EMEA analytics VP Paul Martin says in this video interview with Beet.TV.<\/p>\n

“Twenty years ago, there was one radio and one TV in the household. (With) a couple of panels, you could get all the insight you wanted.\u00a0Now there\u2019s so many devices.\u00a0There\u2019s still more work to be done.”<\/p>\n

Xaxis, the data-driven ad targeting division of WPP’s GroupM, just replaced<\/a>\u00a0Nicolas Bidon with Harry Harcus as UK MD, and debuted a programmatic platform for buying native ads<\/a> together with Plista – something considered a key move for an ad format many have worried is not scaleable<\/p>\n

Martin says programmatic – which, if you like, is the science of ad processing – needs to get more creative.<\/p>\n

“People feel there\u2019s still a gap in the creative space, trying to join up the creative with the media world, that\u2019s untapped,” he says, adding Xaxis intends\u00a0“working more closely with the creative guys of the world”.<\/p>\n

This interview was recorded at the I-com Global Forum for Marketing and Data Measurement<\/a> in Seville, Spain, April 18 to 21. This video is\u00a0part of a series from the Forum sponsored by Xaxis. \u00a0Please visit this page<\/a> for more videos from Seville.\u00a0<\/em><\/p>\n

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