Report by Brian Gleason
Global chief executive officer
2016 was a year of diversification and international growth for Xaxis.
We welcomed plista, a leading native advertising company from Berlin, into the fold and launched its offering into 12 new markets, including China and the US. We also expanded the footprint of Light Reaction, our performance offering, across 33 countries. Finally, in November 2016, we completed the acquisition of Triad Retail Media, which now provides our clients with a unique opportunity to reach and engage consumers as they shop online with leading retailers like Walmart.
As the integrity and contribution of various players within the programmatic advertising value chain came under increased scrutiny throughout the year, we remained true to our guiding principle of delivering measurable results for brands and a positive experience for consumers, fulfilling our mission of making advertising welcome.
We heard the advertisers’ call for a simpler and more accountable approach to programmatic media, hence our 2017 focus is on consolidating Xaxis’ position as the leading provider of outcome-based media, ensuring our clients’ digital marketing investments deliver optimal returns.
To do so, we will further invest in areas that help us deliver long-term competitive advantage and value in a rapidly-changing multiscreen environment:
- Access to Xaxis’ unique algorithms and machine learning capabilities.
- An experienced and talented workforce.
- Strategic media partnerships with the leading global and local media brands.
As the path to purchase becomes ever more diverse and consumers’ attention increasingly fragmented, our clients can count on Xaxis to make the complex simple and to deliver consistent and measurable results for their brands.