• by Tobi Elkin , Staff Writer @tobielkin, September 28, 2016

Ad-tech platform Adform on Wednesday announced the launch of programmatic native ads in its Adform Demand Side Platform (DSP). With the launch, Adform aims to offer advertisers and publishers the ability to offer native ad experiences that are non-intrusive.

Adform cited Business Insider Intelligence’s projection that spending on native ads will reach $16.8 billion in 2016 and grow to $36.3 billion by 2021. By that time, it’s estimated that native ads will comprise 74% of all ad revenue.

Adform said it’s been working with advertisers and publishers to build custom native ad formats for the last two years. “Native ads allow us to tell a consistent story across devices and improve performance, with higher engagement levels than standard ad units,” stated Jurjen de Wal, product director of mobile solutions at Adform.

Adform offers support for native in-feed units that are essentially sponsored stories that appear as if they are part of a news feed. The units are labeled properly with the advertiser’s name. The company said its clients will have access to the Ligatus, Sharethrough, TripleLift, and MoPub ad exchanges.