• by Steve McClellan  @mp_mcclellan, June 2, 2015

WPP programmatic operation Xaxis has launched a new unit called Light Reaction, which the shop describes as a “mobile-first performance advertising business with an innovative outcomes-based, pay-for-performance media model.”

The new unit’s business model is designed to combine insight into how audiences perceive, relate and react to advertising with the data capabilities of Xaxis to deliver accountable results for global brands, the agency said. At launch, Light Reaction will be available in 20 markets across North America, Europe, Asia and the Middle East.

Light Reaction will work with ActionX, the mobile app and cross-screen advertising company recently acquired by Xaxis, as well as with QuismaX, a programmatic offshoot of GroupM’s Quisma. It will also exploit capabilities of a proprietary data management platform developed by Xaxis. The idea is to enable advertisers to pair Light Reaction outcome-focused media products alongside Xaxis audience products.

Light Reaction will be led by general manager Paul Dolan, who previously served as executive vice president, general manager, performance marketing at Xaxis.

Said Dolan: “We’ve developed a model for performance marketing that allows brands to meet precise objectives of customer response while drawing a direct line between ads and results.”

Added Xaxis CEO Brian Lesser: “Mobile is the only digital media channel that’s essentially always-on, making it a huge target for global advertisers. With Light Reaction we’re arming clients to cut through the clutter of the space with a platform that takes performance marketing to a new level of customization and accountability, particularly in driving outcomes via mobile devices."