WPP is launching its programmatic platform Xaxis across the Middle East and North Africa (MENA), claiming it will “raise the bar” for what advertisers can expect from their digital campaigns in the region.

The network has operated a small Xaxis office in Dubai for a while, and is now officially rolling out its services across 20 markets in the region to tap into what is sees as a strong demand from clients and publishers for programmatic technology.

Xaxis MENA will be led by newly-appointed managing director Marcus Siddons (pictured), a former head of digital for Mindshare in MENA. He most recently held the role of head of digital media at Sony Pictures Television Arabia.

EMEA chief executive Caspar Schlickum said Xaxis had spent the past year building out its regional capabilities and working with publishers to acquire “preferred or exclusive inventory access”.

The media-buying unit will also offer its Xaxis Sync second-screen solution, as well as its proprietary data management platform (DMP) Turbine. It is already working with Sony Mobile Communications in the region.

In an exclusive interview with M&M Global, Siddons said clients and publishers in MENA are ready to go beyond basic real-time buying (RTB).

“Programmatic technology is really all about delivering the right ad to the right person, and at the right time. It is therefore no surprise that MENA has evolved to meet the evolving needs and levels of data and audiences,” said Siddons, who is set to speak at next month’s inaugural Festival of Media MENA in Dubai.

“We are moving to a more sophisticated approach than RTB where data is king and where smart clients, publishers and agencies focus on data strategies. Advertisers want to apply the same level of sophistication to their MENA campaigns as they do to the rest of their global spend.”

Siddons also backed the arrival of Festival of Media in the Middle East, praising the rising levels of innovation and talent in the region: “I am really excited that theFestival of Media will also take place in Dubai.

“Having grown up in Bahrain and lived and worked in the region for nearly six years, MENA is more than ready to show the media industry the level of talent and innovation in this most exciting of markets.”

Click here for more information on Festival of Media MENA, including speakers and details on how to attend