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Just days after Google completed the rollout of its interest-based advertising service, WPP is jumping on the targeted-ad bandwagon with its own company that will link ad-buying technology with a massive database of consumer profiles, reports The Wall Street Journal.
WPP is set to announce the creation of Xaxis, a unit that will manage the "world’s largest" database of individuals’ profiles—including demographic, financial, purchase, geographic, and other information that’s been collected from peoples’ Web activities and physical transactions.
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