WPP's Plista buys Oslo-based content analytics group Linkpulse

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.

“This investment continues WPP's strategy of developing its services in fast-growing and important markets and sectors and strengthening its digital capabilities.”

WPP generated digital revenues of more than $7bn 2015, representing 37% of the group's total revenues. It has set a target of 40-45% of revenue to be derived from digital in the next five years.

At 1012 BST, WPP shares were up 0.6% to 1,800p.