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. When it comes to regular display, U.S. programmatic digital ad spend will reach $22.10 billion in 2016, eMarketer said. 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 acquisition also brings together two companies that have been working closely on digital media for some time.
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 acquisition also brings together two companies that have been working closely on digital media for some time.