WPP's Xaxis is combining several recent acquisitions into Light Reaction, a performance marketing agency that will link its revenue to client outcomes such as purchases or downloads. Paul Dolan will head up the new team, which will start with 80 staff and 300 global clients. "There's a growing market need for companies that aren't only expert in data, technology and programmatic but also in delivering outcomes on a model that guarantees those outcomes," said Xaxis CEO Brian Lesser.
WPP's Xaxis unit has announced its acquisition of Action Exchange, a mobile performance advertising and e-commerce marketing company. "ActionX is one of the foremost players in mobile performance advertising, with industry-leading technology and a proven platform utilized by mobile-focused retailers and subscription brands," said Brian Lesser, Xaxis' global CEO.
Millennial Media, partnering with Esri, is offering a multidimensional approach to location-based advertising that takes into account such factors as fencing data, demographics and market areas through its Point ad suite. The goal, according to Executive Vice President Mollie Spilman, is to help "brands and advertisers truly connect with consumers as they move through their daily routine."
More than 1,400 students took part in a geospatial technology massive open online course, or MOOC, this spring through Elmhurst College. The tuition-free course will be offered again in the fall and will emphasize the role geospatial technology is playing in a growing location-based industry.
Yelp is exploiting location-based data to make personal recommendations in its latest application, Lauren Johnson writes. Yelp developers have improved the Nearby tab "by incorporating data that we already have, including that user's location, their previous Yelp check-ins and reviews and Yelp friends," says Travis Brooks, Yelp product manager for search and data mining.