Mporium Group plc announced the launch of its performance-led trading division: MporiumX. The new division will use its proprietary IMPACT technology to drive digital advertising campaigns, on a pay-for-performance basis. This is a different model to that which Mporium has traditionally followed (percentage of spend under management or license) and is well-suited to deliver on well-defined direct response marketing targets. MporiumX has been designed to address a large market opportunity across different geographies and verticals, due to the potential for this model to significantly shorten new business and revenue generation lead times. MporiumX will have the mandate to operate both directly with brands and via affiliate networks. The pay-for-performance model should allow its earnings to more accurately reflect the high level of performance increase that the Group delivers for its clients. MporiumX will be led by Thomas J Smith, an advertising industry veteran. The Group is in advanced discussions with several organizations regarding MporiumX, including several in the consumer regulation, price comparison, house building, sports rights and gambling sectors.