Xaxis has brought programmatic buying and dynamic creative to homepage takeovers for the first time, and successfully completed Australia’s first ever Programmatic Super Roadblock.

The industry-first, with launch partners GumTree Australia and News Corp Australia, marks the first time a 100 per cent Share of Voice (SOV) takeover has been executed programmatically for a client.

The Xaxis team set out to tackle what is, but shouldn’t be, a large and challenging task programmatically. The aim was to deliver all ad units on a publisher’s site, either Run of Site or Homepage, to maximise value, reach and effectiveness, all with beautiful, targeted creative.

The campaign, for a major global automotive brand, also utilised the power of Dynamic Creative to serve different targeted messaging to different users, which is not typically done with 100% SOV takeovers.

Xaxis worked closely with GroupM agency Wavemaker and technology partners The Trade Desk and Rubicon Project to develop a flexible and customisable programmatic tech solution to make the campaign possible.

Xaxis GM Steve Wood (feature image) said: “We were excited to develop an innovative product offering in the Australian market, and Wavemaker and their client challenged us to build a solution using the breadth of expertise, data, and technology at Xaxis. A project like this demonstrates immense trust between the advertiser, agency, GroupM’s programmatic team at Xaxis, and our media partners.

“Without that trust, and the deep partnerships, we would not have been able to succeed where others have struggled in the past.”

“Over two days we successfully delivered 100 per cent SOV efficiently across two major publisher partners, helping monetise these publisher sites with high-value rich media. The client and the publishers are pleased with the results, and we’re excited to be able to bring this capability to GroupM clients.”

Now Xaxis has proved it is possible to achieve a 100 per cent SOV campaign programmatically, the team will start to build out the product, with further integration with GroupM’s data analytics suite adding further capabilities around data and dynamic creative to maximise value for clients. It will also be expanded to include additional publisher partners.

Xaxis and Wavemaker are part of GroupM, and part of WPP AUNZ.