Native ads programmatic platform plista is looking to grow its business in North America.

The Xaxis-owned company opened up its North American outpost in May this year and has now hired a senior executive to lead its regional operations.

Elizabeth Harrington joins plista from Local Yokel Media, of which she was a founding member and where she was SVP, business development and publisher services. 

Harrington has built a reputation for growing businesses from scratch. At Local Yokel, a hyperlocal marketing platform, she built a national publication network of thousands of publishers over a four-year period. She was also head of business development at Greenopia, a startup that rated eco-friendly businesses.

Matt Sweeney, CEO, North America at Xaxis stated in a press release that Harrington’s hire was part of the company’s strategy to grow the scale of its native ad operations in the U.S. and Canada, as well as its focus on growing the capabilities of its platform.

plista’s platform allows buyers to access in-feed, outstream video and in-ad formats for desktop and mobile inventory.