WPP’s Xasis brings audience buying platform to Latin America


Audience buying company Xasis has launched of operations in Latin America, as the WPP-owned firm expands its global operations.

Headquartered in Miami with a second office in Mexico City, Xaxis Latin America offers advertisers the first, fully featured audience buying solution for reaching the region’s more than 300 million connected consumers across Brazil, Mexico, Argentina, Colombia, Chile, Uruguay, Venezuela and Peru.

The Latin America operations will be led by Lucas Mentasti who will serve as managing director, Latin America.

The platform lets advertisers run multi-country audience buying campaigns across display, online video, social and mobile.

The launch augments existing Xaxis operations in North America, Europe, Asia and Australia, providing Xaxis clients with a single source solution to reach Latin American audiences wherever they happen to be and through all phases of the marketing cycle.

In addition to the Miami and Mexico City locations, Xaxis will open offices in Brazil, Colombia and Argentina over the next year.

“Latin America is one of the world’s fastest growing digital ad markets and a key region for our global advertising clients,” said Brian Lesser, CEO of Xaxis. “Today’s launch provides advertisers with the most effective means of connecting with audiences in the Latin America market and marks a major milestone in our overall growth strategy. Lucas is a proven digital expert in the region and is the ideal executive to lead our efforts across these new markets.”

“We’re excited to introduce the first, large scale audience buying platform in Latin America,” said managing director Mentasti. “While digital media consumption, particularly in mobile and social has been spiking across the region, this is the first time that advertisers will be able to buy audiences, at scale, and in a coordinated manner across multiple channels and even multiple countries. It’s a huge advance with clients during our test phase seeing response rates double.”

Prior to Xaxis, Mentasti served as vice president, digital director for Latin America where he was
in charge of digital products for all company clients in the region. Previous experience includes positions at Havas and DDB in his native Argentina. Lucas received his B.A. in Business Economics from Universidad Torcuato di Tella and M.S. degree in Integrated Marketing Communications from Northwestern University.

Xaxis provides over 1,000 advertisers with audience buying solutions at scale, delivering hundreds of billions of 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.


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