• by Tyler Loechner  @mp_tyler, August 10, 2015

Headway Digital, a programmatic media company with a demand-side platform (DSP) and data management platform (DMP), on Monday announced it now supports native ad-buying on its platform.

The newest addition to its DSP, “NativeWay” will be available to Headway Digital clients in the U.S., Europe and Latin America. The company says it has plugged into native ad exchanges to launch the new feature, but declined to reveal any partners.

The tech will support native display ads on both desktop and mobile devices, as well as in-stream video ad units. The video ads will auto-play but pause if the user scrolls away.

The move adds another player to the native programmatic platform space, which has recently drawn investor interest. Last month, Bidtellect, a native DSP, raised $22.35 million in a Series B round of funding. In June, native SSP TripleLift raised $10.5 million, also in a Series B round.