WPP’s programmatic media-buying unit, Xaxis, plans to focus on “programmatic direct” ad buying in 2015, according to Brian Gleason, newly appointed CEO of Americas at Xaxis, a new position at the company.
This echoed what David Moore, president of WPP Digital and chairman of Xaxis, told Beet.TV earlier this year: That Xaxis would focus on private marketplaces in 2015, noting that the company would be moving away from RTB (real-time bidding).
However, the company nearly steered clear of open exchanges and RTB altogether.
Gleason, who was promoted from his position of managing director of North America at the beginning of the year, told Real-Time Daily that Xaxis won’t abandon the ad exchanges and RTB. However, he acknowledged that up until a few months ago, Xaxis was “almost led down that path.”