Publisher collaborative 1XL, which includes Johnston Press and Newsquest, has partnered with tech company Polar to deliver tailored native advertising to over 25 million users across the UK.

The partnership will will ensure native ad content is “seamlessly delivered” with the look and feel of each regional title, while copy will aim to reflect local nuances across over 800 regional sites.

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1XL was formed back in November 2014 and is an attempt by some of the biggest publishers to combine advertising space in order to better compete with online-only titles and national news organisations.

Scott Gill, MD at 1XL said: “Our partnership with Polar re-enforces 1XL’s capabilities as a uniquely powerful solution for advertisers wishing to leverage an implicitly trusted environment and combine scale with geographical precision through the power of mass localisation.

“The partnership will deliver high-quality native ad content across the UK that communicates brand messaging highly effectively, while providing the same engagement and value to readers as quality editorial.”

Tom Jenen, President of International at Polar, said: “We’re proud to work with some of the world’s most forward-thinking publishers and are delighted to be partnering with 1XL to deliver quality native advertising that will allow brands to reach people across the UK with regionally tailored messaging, delivered through a single interface.”