AdsNative, a supply-side platform with a focus on native advertising, on Thursday announced it has raised $2 million in funding. The round was led by Interwest Partners. Other investors include Foundry, Onset and KBS+.
Francisco-based company has also announced that it now supports programmatic trading of native ads.
While the company maintains that direct deals with advertisers work best for publishers -- and its platform still supports direct deals -- it allows publishers to tap into a number of native ad networks and exchanges to help publishers sell remnant inventory through automation.
CEO Satish Polisetti said this was done “in order to maximize fill-rates for unsold inventory.” He shared that once a publisher decides which native networks or exchanges it wants to
work with, AdsNative takes care of mediation.
"Publishers can add any number of ad networks exchanges into our systems and we will mediate," Polisetti said.
“With the growth
of native ad networks and exchanges, publishers are looking for the best ways to manage back-fill from native networks, in addition to their direct sold campaigns without spending efforts in ad-ops
and engineering,” Polisetti said in an earlier statement.
Editor's note: The initial version of this post suggested AdsNative had partnered with ad exchanges Nativo, TripleLift and Sharethrough. AdsNative does not work with any of those companies directly. The article has been updated to reflect that publishers integrate with ad exchanges or ad networks of their choice, and AdsNative then helps them optimize their campaigns.