Xaxis Opens Ad Targeting Arm in Taiwan

WPP-owned Xaxis - which links the group's ad-buying technologies with a proprietary database containing what the firm describes as the 'world's largest pool of audience profiles' - has opened an office in Taiwan, led by former Yahoo! exec K.C. Pan.

Launched in 2011, Xaxis uses the database of more than 500 million individuals to target ads across the web, social networking sites, mobile phones and television. From this data, the firm constructs 'Audience Portraits, profiles which include demographic, geographic, purchase and other financial data collected from consumers' web-based activities.

The opening of the new office, follows the launch of operations in Hong Kong and Thailand during Q1 2013. Xaxis will work directly with WPP's GroupM agencies in Taiwan to provide global and local advertisers with the ability to connect with the most appropriate audiences.

Office head K.C. Pan (pictured) joins from Yahoo! Taiwan, where he served as a lead for business development. Before this, he worked at Procter & Gamble as Financial Analyst, and as Head of Business Development at global trading group Li and Fung.

Michel de Rijk, MD of Xaxis Asia Pacific, states: 'Taiwan is facing rapid advancements in the digital world and marketers must constantly change how their brands reach and relate to consumers. We look forward to working with the GroupM agencies to bring the cutting edge tools and data resources of the Xaxis Data Management Platform (DMP) to advertisers in this market.'

Web site: www.xaxis.com .