NEWS5 June 2015

Xaxis launches Light Reaction


US — WPP-owned programmatic media and tech platform Xaxis has launched its mobile ad business Light Reaction.

Light Reaction’s outcomes-based pay-for-performance model is designed to combine scientific insight into how audiences perceive, relate and react to advertising with Xaxis’s data resources. Initially Light Reaction will be available in 20 markets across North America, Europe, Asia and the Middle East.

The company said Light Reaction’s platform makes use of the mobile technology of Xaxis’s recent acquisition of ActionX, the programmatic capabilities of the QuismaX performance products previously provided by GroupM’s Quisma, and Turbine, Xaxis’s proprietary data management platform, which provides real-time audience segmentation and modelling capabilities.

Light Reaction will be led by general manager Paul Dolan, who was previously executive vice-president, general manager, performance marketing at Xaxis.