WPP's audience profiling and targeting division Xaxis has rolled out a solution called Viewpoint, in Asia Pacific, and says it is the first fully programmatic product to guarantee 100% viewability in the region.
Launched in 2011, Xaxis links WPP's ad-buying technologies with a proprietary database containing what it describes as the 'world's largest pool of audience profiles'. Earlier this summer, the firm introduced a 'mobile-first' performance ad business called Light Reaction, which combines Xaxis data with scientific insight into how audiences perceive, relate to and react to ads.
Viewpoint, currently available in Hong Kong, India, Malaysia, Singapore, South Korea, Taiwan, and Thailand, 'guarantees' advertisers 100% viewability, ensuring they are only charged for ads that are viewable according to standards set by the Media Rating Council (MRC) and Interactive Advertising Bureau (IAB). Those guidelines state that 50% of pixels must be in the viewable portion of an Internet browser for at least one second to qualify as a 'viewable display impression'.
Michel de Rijk (pictured), CEO of Xaxis Asia Pacific, comments: 'Xaxis recognises the fundamental importance translating marketers' budgets into ads that are 100% viewed by consumers. We continually strive to be leaders in establishing industry standards, and the launch of Xaxis Viewpoint certainly delivers on this'.
Web site: www.xaxis.com .
All articles 2006-19 written and edited by Mel Crowther and/or Nick Thomas.