Programmatic ad buying from WPP's Xaxis is coming to Latin America

06/9/2013 | Wall Street Journal, The

WPP is expected to export its automated ad-buying system Xaxis to Latin America, writes Suzanne Vranica. The practice of programmatic buying on online advertising, offered by most holding companies, is on the rise around the world, mainly because of the cost efficiencies. Real-time bidding on digital ads will account for $3.55 billion in ad spending this year, compared with $1.44 billion in the rest of the world, according to IDC.

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