CANNES —\u00a0After Outbrain, Taboola, ShareThrough and other native advertising technology offerings, comes Plista<\/a>.<\/p>\n

That is the German native ad tech company acquired<\/a> by GroupM two years ago. Since then, the agency\u2019s Xaxis unit has been deploying native ad formats around the world, following recent launches in Russia, China and the US.<\/p>\n

“Bringing it to the world is our mission,” says Plista CEO Nicolas Bidon<\/a>, the former UK MD of sister company Xaxis, “About a year ago, we were in six markets, and now we\u2019re in 12.\u00a0By the end of the year, we should be in about 18 markets.”<\/p>\n

Plista goes beyond standard bottom-of-story link recommendations and offers an array of formats, also for video, feeds, out-stream and more.<\/p>\n

Although some industry folk have worried that native advertising, through which ads take the same form as editorial content, can scale, technology platforms are trying to prove the opposite.<\/p>\n

In fact, Bidon is keen to differentiate. “There is confusion between branded content and native advertising,” he explains. “Branded content \u2026 leveraging deep editorial knowledge \u2026 has been around for many, many, many years.\u00a0That\u2019s the part that people feel is hard to scale.<\/p>\n

“With Plista, we leverage a less intrusive type of advertising that\u2019s more native to your content.\u00a0We only sell on engagement metrics – whether that is a click or if it\u2019s about a completed view.”<\/p>\n

 <\/p>\n

This video is part of a series titled “Exploring Data & Technology as Catalysts for Creativity.” \u00a0This series was produced at Cannes Lions 2016 in cooperation the Xaxis<\/span>. The series is sponsored by comScore<\/span>. \u00a0For more segments from the series,\u00a0please visit this page<\/a>.<\/i><\/p>\n","protected":false},"excerpt":{"rendered":"

CANNES —\u00a0After Outbrain, Taboola, ShareThrough and other native advertising technology offerings, comes Plista. That is the German native ad tech company acquired by GroupM two years ago. Since then, the agency\u2019s Xaxis unit has been deploying native ad formats around the world, following recent launches in Russia, China and the US. “Bringing it to the […]<\/p>\n","protected":false},"author":15,"featured_media":41333,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[5783],"tags":[5265,3206,5744],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/40764"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=40764"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/40764\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/41333"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=40764"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=40764"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=40764"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}