Xaxis, GroupM’s programmatic media-buying unit, recently launched Xaxis Audio, which lets advertisers buy digital audio ads programmatically. In an interview with Beet.TV, Nicolas Bidon, Xaxis UK’s managing director, talked about the new service.
“Digital audio is a very interesting medium from a branding perspective, because it’s starting to get really massive scale,” Bidon said. “With audio, you don’t compete on the page with content or with several ad units. You have 100% of the user’s attention.”