OPS Markets Live Feed: Afternoon Keynote – 'A New Direction Forward'
Jacob Nielsen – Managing Director UK at GroupM Interaction talks about Xaxis – WPP/GroupM's new Audience Buying Company.
Xaxis is the world’s largest audience buying company. It uses data and technology to enable agencies to reach and engage with audiences at scale, and deliver optimised digital media, measurable value, dramatically improved performance, and actionable insights for clients.
Jacob Nielsen explained the concept behind the new brand: “The key is not just about technology, it's about understanding data and understanding how to use that data. Technology is important, and there's a lot of technology that can achieve good things. There's also data though; although it's easy to get data and store it, the challenge really is dissecting it.
Everything we do a an industry is very, very data-centric. Data is not easy,data is difficult and you need to do something with it. You need to collect it for sure, but that doesn't do anything. How we use that data is the key and will determine which way we're all going.”