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.