Nativo

Nativo provides premium native advertising formats and programmatic infrastructure, and has been acquired by Life360, which passed 50 million monthly active users on completing the deal.

That acquisition is strategically unusual and worth understanding. Life360 is a family location and safety application rather than an advertising company, so buying an ad platform gives it the means to monetise its own substantial audience directly instead of selling inventory through intermediaries. For advertisers the result is access to a family audience through native formats built by a specialist.

The product line is divided by what a customer actually needs. Curation builds a marketplace with premium inventory and custom formats. The SSP streamlines programmatic for publishers and buyers with no duplication and no fees, which is a direct answer to the ad tech tax complaint that dominates this industry. SaaS lets publishers sell premium formats using Nativo's advanced ad renderer, audience extension and insights, and Self Serve runs premium ads with full control and no support required.

Two further tools stand apart. Brand Rank gauges a brand's market position against competitors, and SPARC boosts performance and engagement while eliminating data fees. Eliminating data fees is a meaningful commercial position, since audience data costs are one of the least visible drains on programmatic budgets. Media is bought against budget.