WPP to launch second agency trading desk to give clients bespoke alternative to Xaxis
WPP is set to launch a second agency trading desk that will give GroupM media agencies another option besides Xaxis to place their clients’ programmatic trading dollars, Mumbrella Asia has revealed.
The new entity, which does not yet have a name, is being designed to suit the growing number of advertisers that want more bespoke digital buying solutions, a company source informed Mumbrella.
Australia is expected to be one of the first markets for the new trading desk brand, which will cater for more performance-focused advertisers and compete with Xaxis for what the company claimed earlier this year to be $750m in automated digital media buys globally.
Other major markets likely to see the new trading desk include China and India but it is understood a launch date has not yet been set.
Like Xaxis, the new brand is an option for all GroupM agencies – Mindshare, MediaCom, MEC and Maxus – which form Asia’s and the world’s largest media buying force.
Robin Hicks
