Bob Walczak to lead Xaxis’ new global products division

Xaxis has named Bob Walczak as executive vice president, global products – a new unit that will work across Xaxis and all of its specialist brands: Triad Retail Media, Light Reaction and plista.

Walczak will lead a new team – including product management, global partnerships and supply – focused on developing outcome-based media solutions.

He previously served as global CEO of Light Reaction, a performance advertising business that is part of Xaxis.

“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 said: “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.

“I look forward to leading our talented team in this next phase of our development.”