The Transformation of Native Ad Experiences Has Begun

Native programmatic is appealing to both publishers and advertisers and the industry is just now beginning to see technologies emerge and partnerships form to optimize the demands of the modern digital experience.

Bidtellect and TripleLift, for example, announced an integration that will bring TripleLift's programmatic capabilities to Bidtellect's content distribution platform and native environment.

"We see tremendous value in directly connecting to Native sell-side platforms to make premium Native In-Feed inventory available to our advertiser partners," said Lon Otremba, Bidtellect CEO.

"As Native and Content Marketing become cemented in brands' marketing strategies and publishers' sales strategies, it is critical for the Native programmatic pipes to be seamlessly connected. Our objective is to ensure marketers can buy with confidence and publishers can effectively monetize their inventory in this new digital paradigm. Partnering with TripleLift is an important step toward enabling efficiencies for publishers and marketers to scale their Native and paid content initiatives."