Xaxis Rolls Out 'plista' Ad Targeting in US and Canada

WPP's audience profiling and targeting division Xaxis has launched its digital ad targeting specialist plista in the US and Canada.

Acquired by WPP in 2014, Berlin-based plista uses a proprietary data-driven platform to deliver content and ads tailored to the interests of individual site visitors using previous reading and clickthrough behavior. Now part of the Xaxis portfolio, plista will be rolled out in the US and Canada, adding to its presence in thirteen markets including the UK, Germany, China, Australia, and the Netherlands.

In addition to bringing programmatic native to all channels and devices, plista allows advertisers to sync their native campaigns with existing display, mobile, online video, digital radio, connected TV and social media efforts. Xaxis says this enables much more effective cross-channel attribution as well as the ability to use native sequentially with other ads and to implement universal frequency capping.

Xaxis CEO North America Matt Sweeney (pictured) comments: 'plista solves two of native adverting's major challenges - achieving scale and accurately measuring attribution in the context of an advertiser's total digital spend. We're excited to introduce plista to the US and Canada markets and think brands will be impressed at how it streamlines the extremely fragmented native landscape enabling greater performance and accountability'.

Web sites: www.xaxis.com and www.plista.com .