Jun
12
WPP's Xaxis Spends $25 Million To Build Its Own Data Management Platform
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Online advertising runs on data, which is why a core piece of the value chain is the data management platform, or DMP, which allows brands to combine their own data with other sources for more accurate targeting.
WPP’s programmatic unit Xaxis has spent $25 million building one over the past 12 months, and is now offering it to clients.
“More than anything else, data provides leverage in a programmatic media buying world,” said Xaxis CEO Brian Lesser in an interview. “The more anonymous data you have about a user, the more efficient you can be about your buying.”
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