Startup TripleLift Looks to Marry Native and Programmatic

Promises exchange for 'beautiful' native ads at scale


Two of the bigger macro trends in the online ad industry of late, programmatic buying and native advertising, don’t seem to have much in common—as one is about automation and the other about custom branded content with lots of heavy lifting. 

 

But the team behind TripleLift sees a potentially powerful convergence at hand. The company is rolling out what’s it’s calling a native advertising exchange that they believe could reinvent the online ad business while dramatically scaling the native ad opportunity. 

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