PHOENIX \u2013 Just as someone clicking on an ad doesn\u2019t necessarily lead to a sale, someone visiting a web page doesn\u2019t necessarily lead to a new customer. Such metrics must yield to better indicators of potential business outcomes, according to Xaxis North America CEO Matt Sweeney.<\/p>\n
\u201cThe reality is even in 2019, we still have big-brand marketers and people spending lots and lots of money measuring click-through rates or landing page visits. That kind of stuff,\u201d Sweeney says in this interview with Beet.TV at the IAB Annual Leadership Meeting<\/a>.<\/p>\n About four years ago, Xaxis invested in its own artificial intelligence platform called Copilot. Even though demand-side platforms typically offer great data and technology, \u201cto provide advantages for our clients we had to go even further.\u201d<\/p>\n Copilot was designed to augment DSP\u2019s so that marketers and agencies can \u201cfind the metrics that matter most to their business,\u201d Sweeney<\/a> says.<\/p>\n \u201cWhat we\u2019re looking at is huge data sets that you can lift from a DSP, log-level files where with machine learning you can look at all this data and look for those multiple touch points. The multiple variables that lead to a better engagement for a client.\u201d<\/p>\n Thus informed, buyers can be smarter about \u201chow do you bid in a very, very competitive marketplace and find more people like those people that engaged with a customer and led to a successful engagement.\u201d<\/p>\n Across all verticals, Xaxis<\/a> uses what it calls \u201ca custom outcome indictor\u201d to find the best proxies for digital media success. \u201cStop looking at things like click-through rates and landing pages and start looking at things that drive to a better business outcome,\u201d says Sweeney.<\/p>\n While Xaxis services mostly GroupM clients working with MediaCom, Mindshare and Wavemaker, it also has a direct team whose clients include so-called direct-to-consumer brands. Those tend to seek to combine brand marketing and performance.<\/p>\n \u201cThat\u2019s what\u2019s most exciting is very often you have sort of a brand KPI or performance KPI. But a lot of these DTC guys, they want both. We\u2019re learning a lot and we\u2019re driving great results for our partners in that space,\u201d Sweeney says.<\/p>\n This segment is part of Beet.TV\u2019s coverage of the IAB Annual Leadership Meeting 2019, Phoenix. This series is sponsored by Telaria<\/a>. Please find additional videos from the series on this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":" PHOENIX \u2013 Just as someone clicking on an ad doesn\u2019t necessarily lead to a sale, someone visiting a web page doesn\u2019t necessarily lead to a new customer. Such metrics must yield to better indicators of potential business outcomes, according to Xaxis North America CEO Matt Sweeney. \u201cThe reality is even in 2019, we still have […]<\/p>\n","protected":false},"author":17,"featured_media":59191,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7843],"tags":[5314,6160,6301,7121],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/59189"}],"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\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=59189"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/59189\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/59191"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=59189"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=59189"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=59189"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}