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David Pidgeon 

Xaxis partners with Scoota for programmatic rich media ads

Xaxis partners with Scoota for programmatic rich media ads

Xaxis, WPP's programmatic business, has selected creative tech company Scoota to roll-out a new rich media offering in the UK.

The deal will see Scoota's tech solutions and creative ad formats combined with Xaxis' audience data capabilities to deliver targeted rich media campaigns programmatically for brands.

Jaguar has already launched a campaign through the partnership, with all media activation being planned by Mindshare. The agency's client director, Michelle Pearson, said she had seen "fantastic results".

Xaxis' director of product & technology, Ed Fanning, said the decision to work with Scoota - formally known as Rockabox - rested on its "programmatic-first approach" to rich media creativity.

"For the first time, our brand clients will be able to activate powerful audience-targeted rich media advertising programmatically and deliver at scale on Xaxis directly-sourced premium inventory," he said.

Steve Filler, Scoota's tech & distribution CEO added: "Our strategy for the past three years has been to provide fully self-service tools to help media agencies deliver brilliant brand activity.

"Since launching the concept of scaleable creative programmatic into the market in February 2015, it's been fantastic to see it gather serious momentum across the industry's biggest agencies and brands. We're thrilled to add Xaxis as an agency partner as they've been a key driver in this space."

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