Nativo Raises $20 Million, Aims To Execute Branded Content

Native advertising technology platform Nativo has raised $20 million in a new round of funding led by Advance Vixeid Partners. The series B funding round also including investments by RezVen, as well as a number of previous investors.

The monies will be used to expand its engineering team, further scale its operations and increase its presence overseas, among other goals.

Nativo’s technology allows publishers to automatically insert native advertising in a variety of formats that are integrated with the look and feel of their sites. One of the new capabilities the company is working on will allow publishers to execute branded content, as well as syndicate editorial content across a network of publishers, enabling them to offer advertisers greater scale.

In its previous round of funding, Nativo raised $11.2 million from investors including Greycroft Partners, Signia Ventures, and Bertelsmann Digital Media Investment.

Nativo has also been working to incorporate enhanced viewability measures into native advertising. Earlier this year, Nativo announced a partnership with Moat to provide third-party verification of viewability for brand advertisers. Nativo already measured viewability and transacted CPMs on that basis.

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Nativo and Moat are also providing engagement metrics and analytics, including tracking on scroll initiation and scroll depth, among other measures.

Previously this year, Nativo introduced real-time A/B creative testing. And last year the company formed a new Content Creator Consortium to help connect marketers with professional content producers in order to quickly ramp up their native ad output.

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