GroupM's Xaxis enters China; Rajesh Sukhwani named as MD

Xaxis, the world's largest audience buying company, announced today the latest move in its aggressive global expansion plan with the launch of operations in China. The company, which is part of GroupM, will have its China headquarters in Shanghai with a second office in Beijing and will work closely with GroupM China in providing comprehensive audience buying solutions to global and local advertisers. The China division will be led by Rajesh Sukhwani who will serve as managing director, Xaxis China. Sukhwani was previously director, global business development for Xaxis.

 

With its launch in China, Xaxis offers in-market advertisers the first fully-featured platform for designing and running data-driven audience buying campaigns, at scale, across a broad swath of Chinese digital media. Advertisers will be able to implement coordinated campaigns on multiple channels including display, online video, social and mobile via the proprietary Xaxis Data Management Platform (DMP) as well as track and measure their results with an unparalleled level of transparency and sophistication. China represents one of the world’s largest and fastest growing digital media markets with half a billion users and advertising growth rates averaging 20 – 30 percent per year.

 

“We are extremely pleased to introduce the first, complete audience buying and data management solution for the China marketplace with the launch of Xaxis China,” said Brian Lesser, CEO of Xaxis. “In addition to the technology, our on-the-ground team, led by Rajesh, brings a deep understanding of the overall China marketplace and will be able to expertly guide clients in developing and implementing the most effective digital strategies.”

 

“Xaxis China brings an entirely new level of capability and precision to the Chinese digital marketplace. With the introduction of Xaxis, we are able to offer a truly unique solution for our clients throughout China,” said Tony Chen, President, GroupM Interaction, China. “Xaxis enables us to help clients generate deeper engagement with consumers and realize more value from their digital campaigns.”

 

“Rather than simply delivering impressions, which is still the dominant metric in China, the Xaxis DMP empowers clients to selectively connect with those audiences that are most relevant to their message,” said managing director Sukhwani. In addition to benefiting brands, this audience-based approach also helps publishers and media owners by boosting the response rates on the ads they show. It’s a true win-win.”

 

Xaxis provides over 800 advertisers with audience buying solutions at scale, running over 300 billion impressions globally per year. The proprietary Xaxis DMP houses the largest collection of unique anonymous audience portraits. As the only universal and neutral data management platform in the industry, the Xaxis DMP allows advertisers to measure attribution, offline ROI,audience insights and brand impact based on the entire digital plan, not just the Xaxis portion of the plan. By year’s end, Xaxis will have offices in over 25 markets around the world.