Nicolas Bidon promoted to Xaxis global president | M&M Global

Nicolas Bidon promoted to Xaxis global president

Nicolas Bidon, previously chief executive officer of EMEA, has been appointed as Brian Gleason’s successor as Xaxis global president.


Bidon, who was previously responsible for leading operations across the company’s 25 EMEA markets, will now guide the overall strategy including growth, client development and operational leadership across regions.

“Xaxis continues to set the standard for the programmatic industry when it comes to delivering performance, innovation and measurable results for our clients and I am honored for the opportunity to lead our extremely talented team in the next phase of our development,” said Bidon.

“Our mission has not changed: we aim to leverage our technology and data assets to deliver guaranteed ROI for brands, while making advertising more relevant and timely to consumers. We look forward to continuing to advance the state of the art in audience and performance driven media products to achieve that goal.”

Prior to his chief executive EMEA role, Bidon worked as global chief executive officer of native ad specialist plista. He succeeds Brian Gleason, who is joining GroupM’s new [m]Platform division as global chief executive officer.

“Nicolas has played an integral role in the Xaxis success story over the past four years and we are pleased to welcome his leadership as global president,” said Gleason.

“His extensive knowledge of the Xaxis business, proven leadership ability and experience developing and launching new programmatic products across global markets makes him an ideal choice for the position.”

In light of the recent acquisition of US retail media specialist Triad, Gleason told M&M Global last week that Xaxis has completed its shift from general programmatic buying platform to performance media specialist.

“Xaxis is projecting higher growth [in 2017] than this year,” he insists. “It is the largest outcome-based business in the world. More and more clients are asking for a guaranteed performance model, clients are looking for help with guaranteed sales.

“Xaxis sits at the intersection of sales and marketing. With Triad, they are as close to the transaction as you can get.”

Anna Dobbie


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