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When Xaxis CEO Nicholas Bidon talks about his company, he talks about becoming an “outcome” media operation. As part of WPP and GroupM, Xaxis is a billion-dollar business—arguably the world’s largest programmatic media and tech platform—boasting some 3000 clients across 47 markets. The evolution to an outcome-based focus, Bidon says, represents a shift away from traditional metrics like CPMs, which he describes as crude, to more specific business goals—all with an assist from emerging tech like artificial intelligence.
In this interview, taken from a recent “Ad Lib” podcast and edited for space and flow, we get into all of that, plus the weedier aspects of transparency and FBI investigations.
Xaxis is sort of a black box. Can you explain it for folks who don’t know…
