May 20, 2016

Xaxis Launches Plista for Native Programmatic Advertising in the U.S.

Xaxis, WPP's programmatic media and advertising platform, will soon use its German native advertising arm for the first time in hopes of capturing part of North America's growing native programmatic advertising market.

Plista, based in Berlin, will give advertisers one place for buying outstream video, which plays outside of video content—between paragraphs of text, for example—along with other formats for both mobile and desktop. According to the companies, adding the increasingly popular ad unit to the existing scale of Xaxis will let advertisers use the same data and audience segments for what they already do with digital and display.

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