Programmatic media and technology platform Xaxis has named Bob Walczak as executive vice president, global products. Walczak previously served as global CEO of Light Reaction, a performance advertising business that is part of Xaxis. In this role, he grew and refined Light Reaction’s proprietary pay-for-performance product and technology offerings and successfully launched them into 31 markets across North America, Europe and Asia-Pacific.
As EVP, global products, Walczak will lead a new team, including product management, global partnerships and supply, focused on developing outcome-based media solutions that leverage Xaxis’ unique data, technology and supply assets to deliver measurable results to brands. The new Global Products unit will work across Xaxis and all its specialist brands, Triad Retail Media, Light Reaction and plista, tapping a broad range of expertise to bring the next generation of programmatic advertising products to market. Walczak will also coordinate Xaxis’ Global Products team efforts with GroupM’s [m]PLATFORM to derive specific competitive advantage from [m]PLATFORM’s scale and resources.
“Bob has built Light Reaction into a powerful offering for Xaxis, enabling advertisers to drive real outcomes such as sales, subscriptions and other meaningful customer engagement with limited upfront risk,” said Xaxis global president Nicolas Bidon. “His experience launching and scaling world-class media solutions makes him an ideal choice to head the Global Products team as we continue to advance our lead in delivering measurable, outcome-based programmatic advertising solutions.”
Walczak is a marketing industry pioneer having served as founder and CEO of ad tech start-up Ringleader Digital, one of the first companies to develop a comprehensive mobile ad serving technology platform. Prior to Light Reaction, he was general manager for IPONWEB’s BidSwitch where he grew the platform’s revenues 500 percent and doubled its client base in a year. Earlier, Walczak was general manager and vice president at PubMatic where he developed the company’s mobile and emerging media business from inception to more than 25 percent of the company’s overall revenue.
“With the launch of the Global Products team we’re accelerating our efforts to make programmatic advertising more measurable for advertisers and more useful for consumers,” said Walzcak. “I look forward to leading our talented team in this next phase of our development.”