Will Scully-Power: Managing Director, Datarati


WPP’s Xaxis Links Ad-Buying to Huge Consumer Database
July 1, 2011, 4:36 am
Filed under: #mktgcloud, Behavioural Targeting

In a quest to accelerate the business of targeting ads to consumers based on information about them, advertising giant WPP PLC plans to announce on Monday the launch of a new company that links its ad-buying technologies with a vast database of consumer profiles.

Called Xaxis, the new company will manage what it describes as the “world’s largest” database of profiles of individuals that includes demographic, financial, purchase, geographic and other information collected from their Web activities and brick-and-mortar transactions. The database will be used to personalize ads consumers see on the Web, social-networking sites, mobile phones and ultimately, the TV set.

Full Story: http://online.wsj.com/article/SB10001424052702304447804576409562922859314.html?mod=dist_smartbrief




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