- Startup TripleLift is rolling out a native ad exchange which seeks to converge two seemingly different ad products — native advertising and programmatic.
- The startup has developed technology that automatically creates content that looks like a publisher's native content.
- Brands are now able to buy these automated native ad products at scale programmatically through TripleLift's native ad exchange.
TripleLift has sought out to do what many in the industry may have seen as impossible — bring native advertising to scale. The idea of buying native ads programmatically is a bit mind boggling since, thus far, the idea has been to create high-quality content resembling publishers' editorial style. If TripleLift's technology really can produce an effective product and the startup takes off, it could change the industry tremendously.