Source: AdAge's Ad Lib Podcast | March 28, 2019
Source: AdAge's Ad Lib Podcast | March 28, 2019
When Xaxis global CEO Nicolas Bidon talks about his company, he talks about becoming an "outcome" media operation. As part of WPP and GroupM, Xaxis is a billion-dollar business—arguably the world's largest programmatic media and tech platform—boasting some 3,000 clients across 47 markets. The evolution to an outcome-based focus, Bidon says, represents a shift away from traditional metrics like CPMs, which he describes as crude, to more specific business goals—all with an assist from emerging tech like artificial intelligence.
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