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XR has launched XR ONE, an AI-powered advertising operations platform that gives brands and agencies a single place to manage every stage of the advertising lifecycle. The platform connects how ads are made, paid for, and delivered across every channel, providing greater oversight into creative investments.
XR launched XR ONE, an AI-powered platform connecting production, payments, rights, and delivery in one place.
Over 80% of marketers are producing more content than a year ago, with 70% doing so with the same or fewer resources.
98% of marketers attribute late campaign launches to internal bottlenecks and approvals.
70% of marketers regularly exceed production budgets; nearly half say 30-40% of creative never gets used.
XR ONE features four applications: XR Costs, XR Assets, XR Rights, and XR Delivery.
AI built into the platform helps recommend ad formats, uncover production savings, and predict budget and performance impacts.
XR (Extreme Reach) today launched XR ONE, a first-of-its-kind AI-powered advertising operations platform that gives brands and agencies a single place for marketers to manage every stage of the advertising lifecycle. At its core, XR ONE delivers marketers greater oversight into the ads they make, the money they spend, and how their creative investments are actually used across every media platform.
"With XR ONE, advertising operations are no longer a series of back-office tasks, it's the backbone of modern advertising," said John Batter, CEO of XR. "We've connected every stage of the advertising creative process into a single platform."
XR ONE is the latest chapter in a reinvention story that started long before digital even existed. From bicycle messengers zipping ads across New York in the 1990s to powering digital ad delivery for 80% of the world's top brands today, XR has always moved the ad industry forward. XR ONE is the future. It's a platform reimagined for an industry undergoing extreme transformation brought on by media fragmentation, AI and the demand for personalized content.
As advertising grows more complex, fragmented and driven by an ever-increasing demand for content, the operational cracks are showing. Production budgets run over, deadlines slip and a staggering amount of finished creative never makes it to market. All that is exactly why the industry needs a platform like XR ONE right now.
A new study from XR shows the challenges marketers are up against:
Advertising teams are being asked to do more with less: More than 80% of marketers are producing more ad content than a year ago, while 70% of them are doing so with the same or fewer resources.
Campaigns routinely launch late: 98% of marketers attribute late campaign launches to internal bottlenecks and approvals.
Budget overruns are the norm, not the exception: 70% of marketers on both the brand and agency side regularly exceed their production budgets.
Creative asset waste is a significant and underacknowledged challenge: Nearly half of marketers say 30 to 40% of the creative they produce never gets used.
XR ONE is designed to address these challenges and help organizations better manage how they create, pay for, and deliver advertising more effectively. It simplifies production bidding, keeps budgets and payments visible to everyone who needs to see them and connects what ads cost to make with how and where they reach audiences. The result is smarter, more accountable production processes, where fewer budgets get blown, fewer deadlines slip and more great work gets seen and used.
"With XR ONE, advertising operations are no longer a series of back-office tasks, it's the backbone of modern advertising," said John Batter, CEO of XR. "We've connected every stage of the advertising creative process into a single platform, giving marketers a clearer view of what they're making, what they're spending and how their campaigns are performing. That's a level of visibility brands and agencies have never had before."
AI is built into every corner of the platform, helping marketers make better decisions from production planning to launch. XR AI insights can recommend the right ad formats for every channel, uncover production savings for specific vendors and predict how creative choices, from locations to casting, will impact budgets and audience performance. The result is greater confidence and more effective campaigns from the very start.
The XR ONE Platform will benefit brands and agencies with:
End-to-end production project tracking, from creative briefs, bids and budget approvals to payments and cross-platform delivery
Centralized cost management across all marketing teams and agencies, removing team silos and organizational chaos
Audit-ready financial trails and ERP integrations that keep finance and compliance aligned
Advertising delivery and ROI visibility that connects what is spent on a creative asset and campaign to how they are used in-market
XR ONE features four connected applications, giving marketers one place to manage how ads are planned, produced, paid for and delivered:
XR Costs helps teams onboard partners, manage approvals and track budgets.
XR Assets becomes the central place to securely store and manage every version once creative is produced.
XR Rights helps marketers stay on top of celebrity and artistic usage rights.
XR Delivery ensures ads reach every destination, from linear TV and CTV to digital and social channels.
About XR Extreme Reach
XR helps brands manage every aspect of their advertising creative — from production and payments to rights and delivery — so every ad lands exactly how and where it should. The XR platform powers millions of creative assets for the world's leading brands, simplifying how marketers version, deliver, pay for and measure their campaigns while saving time and money. Headquartered in New York, XR also has offices in Europe, Asia and Australia.
