• by Tyler Loechner  @mp_tyler, March 9, 2015

Xaxis, WPP’s programmatic media-buying unit, on Monday announced it has officially launched in the Middle East and North Africa (MENA) with headquarters in Dubai.

Xaxis has been involved in the MENA region for over a year -- the company hired Marcus Siddons as managing director, MENA, a year ago -- but Monday’s “official" launch gives Xaxis MENA clients access to additional Xaxis services, including access to Turbine, the company’s DMP.

“Advertisers want to apply the same level of sophistication to their MENA campaigns as they do to the rest of their global spend,” stated Caspar Schlickum, CEO of Xaxis EMEA.