- Bidtellect, a new company from domain name broker Domain Holdings, is hopping in the race to build a native ad exchange.
- The company was created by Advertising.com founder John Ferber and claims it can help brands buy native ads in an automated way, at scale — something previously thought to be impossible.
- The announcement comes just after startup TripleLift announced its own native ad exchange.
The native ad exchange race will be an exciting one to watch. The task of offering native ad buys programmatically is quite the steep challenge to attempt. Bidtellect seems quite confident that its ad exchange will provide value for brands, but whether that is true will play out in time.