• by Erik Sass  @eriksass1, July 31, 2015

The new service is intended to help brands scale up their native ad efforts even if they don’t have a lot of their own branded content on hand already.

The licensing system gives Nativo and Flite advertising clients access to millions of pieces of content licensed from publishers like CNET, Kiplinger and PopSugar, which they can incorporate into paid ad campaigns via both regular display and native ad formats. Marketers using the new service can sponsor premium content placements across Nativo’s network of over 350 publishers.

Nativo CEO Justin Choi explained that the new service also benefits publishers who license their content: “It makes it easy for advertisers to significantly expand their content advertising effort and also helps publishers win by enabling them to further monetize content they’ve already created.”

Nativo has been working on ways to make easier for brand marketers to get into native advertising for a while. 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.

More recently, in June, Nativo announced that it had raised $20 million in a new round of funding to continue its rapid expansion, including a push to help publishers to execute branded content and syndicate editorial content across a network of publishers -- an initiative that now appears to be bearing fruit with the Flite partnership.

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.