Wednesday, February 19, 2014

Nativo Signs Up Major Newspaper Groups

Los Angeles-based native advertising technology provider Nativo, which is led by Justin Choi and is venture backed by Greycroft Partners, e.ventures and Signia Venture Partners, has signed up five major newspaper groups as customers, the company reported Tuesday afternoon. Nativo said that Hearst Newspapers, the McClatchy Company, Gatehouse Media, Schurz Communications, and Sandusky Newspapers have all selected the firm as a native advertising provider. Financial impact of the wins was not announced by the company. Nativo is a provider of "native advertising" technology, which integrates advertising into websites in a way that makes it appear to be a normal part of the content stream--a technique which typically results in far greater clickthrough and engagement with ads, but can also be somewhat controversial from an editorial standpoint.