• by Tobi Elkin , Staff Writer @tobielkin, September 21, 2016

Cross-channel ad platform TubeMogul is making native ad formats available on its platform for the first time.

The company said it’s partnered with TripleLift to make native ad formats available for marketers to purchase on desktops and mobile devices in real time through its platform. TubeMogul said that Lenovo and Motorola have beta-tested the integration. 

The announcement means that TubeMogul clients can plan, buy, and optimize native ads alongside linear TV, digital video, social video, digital out-of-home, and display advertising. Adding native to the mix enables TubeMogul to offer a complete offering.

The ads are designed to be non-intrusive and to blend into a publisher’s existing content by automatically adapting assets: images, copy, and logos. The company said TripleLift powers native advertising across over 600 publishers, with an average monthly audience of more than 250 million unique viewers globally.

“The reasoning behind our partnership with TripleLift is simple. Our goal is to build software that helps marketers put the right ad on the right screen at the right time, and clients have been asking if we will add the native ad format to our arsenal for some time now,” Keith Eadie, TubeMogul’s global chief marketing and strategy officer told Native Insider via email.  Eadie said marketers can plan and buy native ad campaigns from the same platform they already use to buy digital video, display, social, and TV ads.