Programmatic in the USA: Brian Gleason of WPP’s Xaxis -- The Jay Sears Interview

This is the second in a series of interviews with leading buyers titled amp8220Programmatic in the USAamp8221 The conversation will continue at amp8220The 6th Annual Agency Trading Desk Update Automating the Rest of Itamp8221 during Advertising Week New York on Wednesday October 1st at 900am at the Liberty Theater 234 West 42nd Street New York City between 7th ampamp 8th Avenues To RSVP go please go hereYour Name Brian GleasonYour Company XaxisYour Title Managing Director North AmericaSEARS Where do you read your daily news GLEASON I watch the morning news while I work out local Online for tradebusiness press Love print for planes magazine trades and enthusiast pubsSEARS Whatamp8217s your favorite commercial of all time GLEASON Mean Joe Green Coke CommercialSEARS What is the mission statement of XaxisGLEASON 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 engineersSEARS Please tell us SEARS Overall United States managed budget media spend for your trading desk expected in 2014GLEASON We manage 800 million globally The US is roughly 30 of that spendSEARS Percentage increase United States managed budget media spend 2013 vs expected 2014GLEASON 8090 growthSEARS How many employees are there in your United States organizationGLEASON Total across USA 250 We have offices in NY Chicago SF and LASEARS What are Xaxisamp8217 three biggest US initiatives in 2014GLEASON1 Successfully merge Xaxis and 2472 Continue to lead the battle against fraud We launched the first viewability guarantee with Xaxis Prime3 Continue to build proprietary technology to connect advertisers with audiences launched Turbine in JuneSEARS Can linear TV be automated yes or noGLEASON Anything can be automated but will need clear advantages to moving in that directionSEARS Does Xaxis plan to automate linear TV in 2014 2015GLEASON Our US business currently isnamp8217t working to automate linear TV We are focusing on extending broadcast audiences using the same currency Buying GRPamp8217s across digital to lift reach curvesSEARS Once linear TV is automated will it be bought by TV buyers or digital buyersGLEASON We will have buyers and they wonamp8217t be labeled either TV or Digital We will have audience BuyersSEARS On the subject of advertiser clients and transparent vs nontransparent modelsa We have a transparent model clients know media and other costs ie costs are unbundledb We have a nontransparent model clients do not know media and other costs ie costs are bundledc Combination of bothd OtherGLEASON Xaxis is a transparent nondisclosed modelSEARS Tell us a bit more about youSEARS Who were your first mentors as a childGLEASON My older brothers Bob and Jeff They are completely different people with different views on the world It was great to listenwatch each of them and take away what I thought would work best for me While different they both have a love of family and of lifeSEARS Money is not a concern You no longer work in advertising or technology What would you choose to do for workGLEASON History teacher and coachThanks BrianJay Sears is Senior Vice President Marketplace Development for the Rubicon Project Sears works with leadership and business unit heads across the company to expand Rubicon Projectamp8217s potential market Sears has also served as General Manager REVV Buyer where he was responsible for global relations with the buy side including ad holding companies ad agencies agency trading desks and demand side platforms headquartered in North America Jay can be reached at jsearsrubiconprojectcomCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates at MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

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Programmatic in the USA: Brian Gleason of WPP’s Xaxis -- The Jay Sears Interview

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The Ad Council, Huntsman Mental Health Foundation and Amazon Announce “The Mind Set” to Support Mental Health - Ad Council InSites

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Programmatic in the USA: Brian Gleason of WPP’s Xaxis -- The Jay Sears Interview

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