Dive Brief:
- 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.
Dive Insight:
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.