Xaxis brings native advertising to North America
Xaxis is set to create a partnership with Plista, the Berlin-based ad buying platform, bringing an estimated double-digit percentage growth to Xaxis's total global ad revenue. Xaxis will invest more in contextual ads, placing native programmatic advertising at the centre of its strategies, in the effort to bring more dynamic creative to users and boost ad engagement. The partnership will see the companies enter the North American advertising market while continuing to serve ads in 12 other countries including the UK, Australia, China and Germany.

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.