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WPP's Xaxis Is Bringing Its Native Advertising Arm To North America

  • Adweek, Thursday, May 19, 2016 6:48 AM
Aiming to capture a larger part of a growing native programmatic marketplace in North America, Xaxis, WPP's programmatic media and advertising platform, will tap its German native advertising arm, plista, Adweek reports. Plista, based in Berlin, will offer advertisers a single source 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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