plista is First to Provide Single Source Programmatic Solution for Buying Native Ads Across In-Feed, Outstream Video, Recommendation Widgets and In-Ad Formats.
Xaxis, the world’s largest programmatic media and audience platform, and native ad specialist plista, which is now part of the Xaxis portfolio, announced today the launch of the world’s most comprehensive programmatic platform for native advertising. The new offering is the first to bring the personalisation benefits of audience data to a broad portfolio of native formats, creating a single source programmatic solution for native ads.
Nicolas Bidon has also been named global CEO of plista, which came under the Xaxis umbrella at the start of 2016. Bidon was previously managing director, UK of Xaxis, Light Reaction and plista. In addition, plista has announced the launch of a Thailand office, increasing its global presence to 11 markets across Europe and Asia.
Through plista, advertisers will now be able to buy native ads programmatically across in-feed, outstream video, recommendation widgets and in-ad native formats using audience data from Turbine, Xaxis’ industry-leading data management platform (DMP). By applying Turbine data to native formats, advertisers can gain a significant edge in delivering engaging native content that better reflects audiences’ interests and intents as compared to using contextual data alone. This allows advertisers to target their native content more effectively because they will know more about the interests, intents and consumer path of the audiences viewing the content.
“By leveraging Turbine data across the plista platform we’re offering a powerful way for advertisers to programmatically engage with their target audiences via well accepted native formats,” said plista global CEO Bidon. It’s the first single source solution for running native campaigns, at scale, and in coordination with advertisers’ existing digital spend.”
By leveraging plista’s premium publisher network and Xaxis’ publisher relationships, plista provides access to more premium native formats than any other provider with a significant reach across desktop and mobile. Advertisers can sync their native campaigns with existing display, mobile, online video, digital radio, connected TV and social media campaigns, allowing for more effective cross-channel attribution of native ads. plista is currently available to advertisers across 11 markets in Europe and the Asia-Pacific region, including Germany, the UK, the Netherlands, Australia and China. plista will launch in the U.S. later this year.
“Nicolas has played a key role in the development of Xaxis in the UK market and brings a wealth of product and technical expertise to the plista global CEO position,” said Brian Gleason, global CEO of Xaxis. “We look forward to his leadership in growing the plista business as we continue to bring Turbine data to new environments and advertising categories.”
Prior to Xaxis, Bidon was director of brand display for EMEA at Yahoo!, where he was responsible for shaping the regional strategy for display solutions and video, and for developing innovative, multi-screen offerings for brand advertisers across desktop, tablet and mobile. Earlier, he led new business development for Yahoo! in Europe, creating several notable strategic partnerships around video, display and search with companies such as VEVO, AOL, Last.fm and AVG. Nicolas holds a Master of Science from Georgia Tech and is a graduate of ICN Business School (France).