• by Joe Mandese  @mp_joemandese, July 26, 2012

According to Paul Dolan, Managing Director, North America, Xaxis, that’s the long-term goal of Xaxis.

“I would like to change the consumer’s view to information from an ad,” Dolan said, adding that by becoming a platform capable of parsing the right ad message to the right consumer at the right time, Xaxis can change the fundamental paradigm from the kind of ads consumers try to avoid, to the type of information they welcome (and maybe even seek out).