Cavai partners with Xaxis to deliver interactive, conversational advertising

Conversational advertising firm, Cavai, has partnered with Xaxis, GroupM’s Outcome Media Company. The partnership gives Xaxis access to Cavai’s conversational advertising cloud technology, enabling it to execute interactive, conversational creative strategies that provide a more personalised experience for each customer – increasing customer engagement for its clients while also deriving actionable customer insights through those interactions.

Built with a privacy-first approach, Cavai’s technology does not drop or collect cookies, nor does it rely on cookies to be delivered. It gathers data through genuine, two-way interactions with consumers. That direct, first-party data then becomes a valuable asset that can be analyzed and utilized to generate deeper insights, leading to progressive optimizations in campaign performance.

Cavai will work closely with Xaxis’ newly launched creative hub, Xaxis Creative Studios (XCS). XCS works with clients across North America, Latin America, APAC, and EMEA to make sure their creative assets are reaching their fullest programmatic potential. Its main directive is to bridge the gap between creative content and automated, data-driven, multi-channel execution.

Xaxis appreciates that, while data is key in today’s marketing landscape, creativity is critical, too. This will be even more so the case as we move into an advertising world without cookies and with a reliance on trusted, first-party data and relationships. The foundations of marketing success rely on data and creativity being used together and this is why conversational approaches have been proven to yield such phenomenal results – with ROI frequently multiplied by a factor of ten.

Steffen Svartberg, founder and CEO, Cavai