Hulu, Viacom and ABC are the first customers of Group M's Xaxis TV platform, writes Mike Shields. The ad-tech firm is providing programmatic buying of Web video ads and packaging them with TV-style gross-ratings points, demographics and psychographics, rather than clicks and views. Xaxis CEO Brian Lesser said the ad technology has been wasted on direct-response marketers thus far. "It could be much more powerful for brands and upper funnel metrics. Right now, video is the fastest growing part of our business, but targeting by audience is behind," he said.