GroupM is launching Xaxis, a new global audience buying unit for marketers who increasingly want direct targeting through audience buying as opposed to purchasing placement on websites, apps or other media platforms that appeal to specific audiences.
WPP describes Xaxis as an audience buying company that combines the demand–side data and technology resources of Group M parent WPP with the trading leverage of GroupM agencies into a single source. (Group M is the parent of WPP's media agencies.)
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