By Ronan Shields

WPP’s ad tech specialist unit has lifted the curtain on its Xaxis Politics arm, through a tie-up with Haystaq DNA in the US to capitalise on the political advertising market there, which is expected to hit $11.4bn in 2016, as the country enters a presidential election year.

The company, which sits within WPP’s GroupM unit, today (09 November) announced the launch which it claims will allow advertisers to leverage the “world’s largest and most accurate offline voter database” to then traget them with ads in a digital encvironment.

Xaxis claims it can let brands do so without having Read full story ›

Source: The Drum