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WPP’s Xaxis buys Linkpulse’s appliance of science to online headlines and images

I sometimes wish I’d spent more time paying attention to science lessons when the latest missive from WPP pings in.

503px-Xaxis_logoToday we learn that plista, a provider of data-driven native advertising and part of Xaxis, WPP’s global programmatic media company, has acquired Linkpulse, a real-time content analytics company.

Based in Oslo, Linkpulse works with over 120 publishers in Europe, enabling them to track the performance of articles across devices via customized dashboards and alerts. WPP says that using Linkpulses technology editors can test the performance of headlines and images in real-time. Does that mean immediately? Perhaps they’ll lend it to us.

WPP says this further strengthens plista’s position as a one-stop partner for publishers wishing to maximise engagement and monetise their content. The companies have worked closely together for the past two years.

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