The new business, Xaxis, aims to bring together “all of the demand-side data and technology resources of WPP and the trading leverage of the GroupM agencies”, creating what it claims is the world’s largest pool of audience profiles in a proprietary database.

Xaxis’ data management platform will aggregate audience information for various channels to allow clients to target audience portraits defined by demographics, location and behaviour.

The company is to be led by Brian Lesser, who was previously global general manager of WPP marketing technology firm the Media Innovation Group.

Mark Read (pictured), CEO of WPP Digital, said: “Historically, the most robust technology solutions have been applied to the process of selling media on behalf of publishers. With Xaxis, we introduce a significant advance to the demand side of the equation, allowing us to optimise and target client campaigns with an unprecedented level of precision across multiple digital platforms.”

Xaxis brings together companies from GroupM and WPP Digital such as B3, targ.ad, GoldNetwork, GroupM DSP and GroupM Marketplace, and will target audiences through channels including social media advertising, mobile advertising and TV.

The company will launch in 11 countries in North America, Europe and Australia, with plans to expand to more markets later this year.