WPP said on Tuesday that Plista, a provider of data-driven native advertising and part of Xaxis – its global programmatic media company – has acquired Oslo-based real-time content analytics group Linkpulse.
Linkpulse works with over 120 publishers in Europe, enabling them to track the performance of articles across devices via customised dashboards and alerts.
WPP said that incorporating Linkpulse’s technology into the Plista service offering further strengthens its position as a one-stop partner for publishers wishing to maximise engagement with, and monetisation of, their content. The companies have worked closely together for the past two years.