Xaxis, GroupM’s ad-tech unit, signaled its intention to tap into programmatic native advertising by announcing Tuesday it would integrate Plista, a Germany-based native advertising specialist bought by Group M more than two years ago, within Xaxis. The company also named Nicholas Bidon, formerly U.K. managing director of Xaxis, Plista's global CEO.
The move suggests that Xaxis is placing a big bet on native advertising and that it will leverage Plista to enable advertisers to purchase native ads programmatically—that’s in-feed, outstream video, recommendation widgets and in-ad native ad formats. The offering will get additional heft as buying decisions will be supported by data from Turbine, Xaxis’ data management platform.
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