CANNES — WPP-owned data-driven audience-buying\u00a0platform Xaxis is growing fast. Launched five years ago<\/a>, the outfit is now going in to overdrive.<\/p>\n

The company has grown from fewer than 100 to more than 1,500 employees, to\u00a0more than 3,000 brand customers and more than $1bn in revenue, 15% of which comes from outside WPP and its Group M agency, according to\u00a0Xaxis global CEO Brian\u00a0Gleason<\/a>.<\/p>\n

Next up is considerable further investment in Xaxis’ underlying technology, with a big expansion of a campaign visualization tool.<\/p>\n

“We\u2019ll invest over $54m in our tech this year,” Gleason tells Beet.TV in this video interview. “We have over 260 engineers and scaling very quickly.”<\/p>\n

Xaxis’ technology platforms revolve around the following, Gleason says:<\/p>\n

\n
1. Turbine<\/a> DMP<\/strong>: “Turbine is our proprietary advantage.\u00a0That is at the centre of everything we do – regardless of platform, I need one point of truth for my audience.”<\/li>\n
2. Copilot: <\/b>“The ability to bring intelligence to a DSP.\u00a0The results we saw (were from) 40% and, in some cases, over 100% improvement on campaigns, which is massive.”<\/li>\n
3. Spotlight visualization tool<\/strong>: “Think about the ability to bring audiences in a boundaryless world.\u00a0The next thing is to be able to measure them.\u00a0CMOs and traders can log in. It shows you a complete view, in real-time, of your media.\u00a0It took us four years to build. It was traditionally in three markets, we\u2019ll roll it out to 56 by the end of the year.”<\/li>\n<\/ol>\n

   This video is part of a series titled “Exploring Data & Technology as Catalysts for Creativity.” \u00a0This series was produced at Cannes Lions 2016 in cooperation the Xaxis. The series is sponsored by comScore. \u00a0For more segments from the series,\u00a0please visit this page<\/a>.<\/i><\/p>\n","protected":false},"excerpt":{"rendered":"

   CANNES — WPP-owned data-driven audience-buying\u00a0platform Xaxis is growing fast. Launched five years ago, the outfit is now going in to overdrive. The company has grown from fewer than 100 to more than 1,500 employees, to\u00a0more than 3,000 brand customers and more than $1bn in revenue, 15% of which comes from outside WPP and its Group […]<\/p>\n","protected":false},"author":15,"featured_media":40646,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[5781,5783],"tags":[5265,5314,3728],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/40636"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=40636"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/40636\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/40646"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=40636"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=40636"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=40636"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}