Editor’s Note: The original version story incorrectly implied that Xaxis TV would facilitate programmatic audience buys of television inventory, when in fact, it will only utilize TV-like metrics to target audience-buying in “broadcast-quality” inventory online. Moreover, ABC has not agreed to incorporate TV or video inventory as part of its agreement with Xaxis, just static online display ads. For more about how Xaxis TV actually works, read an interview with Xaxis’ Brian Gleason in RTBlog.
GroupM’s Xaxis unit, the largest of Madison Avenue’s so-called trading desks, this morning unveiled its push into programmatic television audience-buying with a new platform dubbed Xaxis TV. The move comes as others, including Interpublic’s Mediabrands, a spate of online video ad networks, and targeted and addressable TV infrastructure players such as Visible World and Invidi, have begun accelerating the development of programmatic exchanges for buying and selling TV audiences that are akin to online’s.
Xaxis TV, along with a second new platform called Xaxis Brand Suite, is part of an ongoing push by Xaxis, “the world’s largest audience buying company,” into traditional media. It previously developed audience-buying exchanges covering out-of-home, radio and conventional online video, and now it’s extending its reach into television.
Significantly, Xaxis claims to have already gained access to “premium inventory” from dozens of top “broadcast-quality media owners” as part of its foray into programmatic TV audience buying. While it did not disclose those partners, it cited ABC as being among them.
“We are not only creating new channels and formats for audience buying, we are connecting them, via our DMP, to the broadcast metrics advertisers already understand,” Xaxis North America Managing Director Brian Gleason stated, referring to the acronym that stands for “data management platform," or the organization that helps trading desks and DSPs identify which users to target and serve ads to.
“The ability to measure activities across all channels together in a single location provides a clear competitive advantage for our clients,” he added.
One thing that differentiates Xaxis' push into TV is its privileged access to actual TV viewers’ behavioral data via TV set-top data agreements through its sister WPP companies, Kantar Media Audiences and I-Behavior. As a result, Xaxis claims to be “the first solution to allow advertisers to sync their digital audience buying campaigns with broadcast TV ads and programming."