Brands want to spend more on native, and plista, the native arm of WPP’s Xaxis, is hoping to oblige through a partnership with dynamic creative optimization platform Jivox.
After several months of testing, the duo rolled out a solution on Tuesday to help plista and GroupM clients create and buy native ads programmatically and personalize them in real time.
As consumers browse sites across devices, plista taps into marketer data from [m]insights (formerly Turbine), a proprietary data management platform used by Xaxis and housed within GroupM.
Jivox then uses the DMP and other data sources, including demographics and product preferences, to identify different targeted ad versions that fit into the surrounding content. The solution also layers in contextual data triggers, such as weather, time of day and day of the week, in order to customize the ads.
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