X-FILES by XAXIS

Welcome to the world of Xaxis. With offices throughout Asia including Hong Kong, Singapore, China and India, we own the largest global presence in the programmatic buying market. As digital marketeers, we face pressing questions every day. We created this spot to hold healthy debates about everything digital marketing, programmatic, and on the horizon.

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Killing the click, Part 2: Why the click is the wrong measurement for evaluating branding campaigns
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Oct 10, 2017

Killing the click, Part 2: Why the click is the wrong measurement for evaluating ...

Although the notorious click-through rate is likely the simplest campaign metric to report, its utility is questionable at best.

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Killing the click: Part 1
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Oct 3, 2017

Killing the click: Part 1

For better or worse, the click has become the go-to metric for campaigns. Though its reliability has come under scrutiny since its inception.

News

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Programmatic pros: 6 tools of the trade
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Aug 15, 2017

Programmatic pros: 6 tools of the trade

Richard Pollin follows up on industry trends, with key insight from Xaxis that has changed the fabric or his organisation and the market as a whole

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5 elements spurring the growth of programmatic
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Jul 31, 2017

5 elements spurring the growth of programmatic

Disruptive elements like burgeoning tech and increased transparency are contributing to the growth of an outcome-based programmatic economy.

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Xaxis sets up global product team
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Mar 2, 2017

Xaxis sets up global product team

Less-in-more approach aims to enable better alignment with GroupM's [m]Platform, according to former Light Reaction CEO Bob Walczak, who will head the new team.

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Light Reaction launches in Philippines
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Feb 23, 2017

Light Reaction launches in Philippines

GroupM-owned performance advertising business adds another new office in Southeast Asia.

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'Downloads are obsolete' and other mobile-engagement trends
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Feb 16, 2017

'Downloads are obsolete' and other mobile-engagement trends

Marketers must quickly change their priorities from quantity to quality and get smarter about measuring performance, according to a trend report from Light Reaction.

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The age of ad blocking
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Feb 14, 2017

The age of ad blocking

22% of global smartphone users now use ad block software, that number is set to rise in the near future.

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In search of real outcomes
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Feb 14, 2017

In search of real outcomes

Are bots and click fraud botching your numbers? Distinct ad tech solutions let you deduce the true value of your traffic, and how that traffic can translate into real world results.

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Xaxis promotes Arshan Saha to APAC president
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Jan 24, 2017

Xaxis promotes Arshan Saha to APAC president

Saha is promoted from his previous position as Xaxis' South and Southeast Asia VP.