Xaxis Promotes for New Global COO Role

In London, WPP's audience profiling and targeting division Xaxis has promoted Silvia Sparry for its newly created role of Global Chief Operating Officer (COO) from her former position as VP of Global Operations and Platforms.

Launched in 2011, Xaxis is GroupM's programmatic media arm, combining WPP's ad-buying technologies with a proprietary database containing what the group describes as the 'world's largest pool of audience profiles'. Sparry (pictured) joined in 2013 as Head of Optimisation, having spent the previous nearly eight years at Vibrant Media, latterly as Head of European Analytics.

In her new role, Sparry leads Xaxis global operations, with a focus on the firm's plan to become an artificial intelligence and data science first company. She reports to Global CEO Nicolas Bidon, who comments: 'As programmatic advertising continues to conquer new channels, marketers are looking for globally scaled specialists that can help them accelerate their own digital transformation and growth. To help our clients seize the opportunities presented by this ever-changing ecosystem, it is more important than ever for Xaxis to have a strong global operational leader who can drive operational excellence and innovation across the globe. I could not think of anyone better than Silvia to help us continue our ten-year journey of innovation and growth.'

Web site: www.xaxis.com .