Dive Brief: 

• Native ad metrics startup SimpleReach has raised $9 million in its first big round of funding. 
• The startup provides measurement and distribution tools for native ad programs. 
• Its big-name publishing clients include the New York Times and Forbes. 

Dive Insight: 

Having big names like the Times and Forbes already among its clientele was likely a big seller for SimpleReach during its first round of funding. Measurement tools like the ones it provides are certainly in demand among publishers who are still testing out the native ad waters. As even more established publishers begin to tackle the format, measurement tools will only increase in importance.