WPP Mega-Database to Drive New Targeting Firm

WPP has entered the ad targeting fray with the launch of Xaxis, a new firm which links the group's ad-buying technologies with a proprietary database containing what it describes as the 'world's largest pool of audience profiles'.

The new company will use the database of more than 500 million individuals to target ads across the web, including social networking sites; mobile phones and television.

Profiles will include demographic, geographic, purchase and other financial data collected from consumers' web-based activities, and all ads delivered using the data will provide an option to opt-out.

Xaxis will be led by CEO Brian Lesser, who previously served as Global General Manager of the Media Innovation Group (MIG), a WPP company that develops technology products to improve the process of acquiring, optimizing and measuring digital media.

'Xaxis streamlines and improves advertisers' ability to directly target specific audiences, at scale and at lower cost than any other audience buying solution,' states Lesser. 'Because Xaxis operates a proprietary technology platform without bias to any media company, we can also better provide objective and comprehensive insight to our partners.'

Initially, Xaxis will operate in 11 countries across North America, Europe and Australia, with plans to further expand later this year.

Web site: www.wpp.com .