WPP will bring its 24/7 Media unit under the Xaxis umbrella to present a unified platform for programmatic advertising. Xaxis focuses on large quantities of ad impressions and data-oriented delivery, while 24/7 Media consists of a series of publisher-side technologies. "Scale does matter in programmatic media buying. If you want to bypass the auction and go to publishers, you want scale in buying power and in data," said Brian Lesser, CEO of Xaxis.

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