Digital media giant Xaxis enters MENA

Xaxis, the world’s largest programmatic media and technology platform, announced today the official launch of operations in the Middle East and North Africa (MENA).xaxis_logoHeadquartered in Dubai, Xaxis MENA will enable global and regional advertisers to implement coordinated multi-channel, programmatic campaigns across the region’s largest portfolio of premium, brand-safe inventory, much of it exclusive to Xaxis. At launch, Xaxis MENA will continue to work with some of the region’s leading advertisers, including Sony Mobile Communications.

Xaxis is a global digital media platform that programmatically connects advertisers and publishers to audiences across all addressable channels. Xaxis combines proprietary technology, unique data assets and exclusive media relationships with the brightest team of audience analysts, data scientists and software engineers.

Already working with select clients in the region, today’s official debut introduces a number of firsts to the MENA market, raising the bar for what advertisers can expect from their digital campaigns across the fast-growing region. This includes the groundbreaking second-screen solution, Xaxis Sync, which enables advertisers to sync their broadcast TV spots with the ads that viewers see on their second-screen devices.

Advertisers will also gain access to Turbine, Xaxis’ proprietary next generation data management platform (DMP). Built around a unique streaming engine, Turbine is the industry’s first DMP to create proprietary and anonymous audience segments in real-time enabling better data-driven programmatic media-buying decisions.

“Advertisers want to apply the same level of sophistication to their MENA campaigns as they do to the rest of their global spend,” said Caspar Schlickum, CEO of Xaxis EMEA. “We have spent the past year strategically building out our regional capabilities, working with publishers to acquire preferred or exclusive inventory access and coordinating with technology partners to ensure we can deliver the type of superlative results in MENA that we provide in other markets.”

Xaxis MENA will be led by Marcus Siddons, managing director, Middle East and North Africa. Siddons joined Xaxis last March and has played a key role in the development of the company’s regional capabilities including forging partnerships with publishers and managing tech partner relationships. Siddons brings deep expertise in the MENA market to the managing director role having previously served as head of digital media for Sony Pictures Television Arabia. Earlier he was head of digital, Middle East & North Africa for global media agency MindShare.

“Programmatic is one of the fastest growing categories in MENA and with today’s launch we’re elevating what brands can expect from their programmatic campaigns,” said Siddons. “This includes access to more premium inventory across display, mobile, social and online video channels as well as more intelligent and effective audience targeting via the Turbine DMP. I look forward to working with advertisers and publishers to grow the programmatic category across the region.”

“The official launch of Xaxis in the MENA market follows its methodical build out over the past year and ups the ante for what global advertisers can expect from their programmatic efforts across this fast growing and dynamic region,” said Roy Haddad, WPP’s director for the Middle East & North Africa. “Today’s news supports WPP’s ongoing investment in the MENA region and our commitment to providing clients with best-in-class technology solutions to support their overall efforts.”