Xaxis' plista Buys Content Analytics Firm Linkpulse

WPP's digital ad targeting specialist plista has acquired Oslo, Norway-based real-time content analytics company Linkpulse. Terms of the deal have not been disclosed.

Linkpulse enables publishers to track the performance of their articles across all devices in real-time via customized dashboards and alerts. The tool's functionality allows editors to test a number of headlines and images in real-time, determine the highest performing combinations, and then automatically optimise front page traffic.

Through the deal, Linkpulse's A/B testing approach and technology will be integrated into the plista service, which tailors content and ads to the interests of individual site visitors based on previous reading and clickthrough behaviour. The companies have worked closely together for the past two years and Linkpulse MD Tarjei Gilbrant says the acquisition will enable deeper integration of the respective technology platforms.

Jana Kusick, plista's Global MD, explains: 'With the integration of Linkpulse we offer publishers a state-of-the-art technology with which they can improve the user experience and stickiness of their web sites and increase their turnover for the long-term. At the same time, we are strengthening our international position by combining our resources and benefiting from Linkpulse's existing partnerships with large publishers, particularly in Scandinavia'.

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

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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