NEWS19 September 2012

Xaxis adds Facebook Exchange to analytics range

Data analytics North America

US— WPP’s audience buying platform Xaxis has added the Facebook real-time bidding system Facebook Exchange to its analytics range, enabling advertisers to buy and monitor ad slots on Facebook through the platform.

Xasis, which works across the GroupM agency fold – Maxus, MEC, MediaCom and Mindshare – was involved in trials of Facebook Exchange and says the fully integrated social analytics system will “enable seamless coordination between an advertiser’s Facebook ad buys and the rest of their digital media spend by being able to monitor robust performance and attribution data for Facebook Exchange campaigns”.

The tool will have direct access to Facebook Exchange and will offer advertisers both first and third party analytics data. Xasis says this will allow advertisers to better understand campaign performance and empower them to make more educated decisions in designing their Facebook strategies.

Brian Lesser, CEO of Xaxis, said: “We are pleased to be able to offer our clients direct access to FBX inventory, which will allow us to bring a new level of insight, control and effectiveness to their audience buying campaigns.”