In-feed native ad exchange ShareThrough, a California, US-based company, has closed another $17 million in combined debt and equity financing, according to VentureBeat.

The said round was led by existing investors Floodgate and North Bridge Partners. New investors Silver Creek and Elevation Partners also participated in the funding. Patrick Keane, the president of ShareThrough, also joined in the financing, the report detailed.

The company has raised total capital amounting to 28 million since it was founded in 2008, the report added.

ShareThrough's technology helps publishers construct and sell advertisements in their content feed. This in-feed native ad approach is more effective than the traditional online ads, which most people ignore nowadays, the report explained.

According to the San Francisco-based firm, the new funding will be used for the development of its ShareThrough Advertising Exchange. The ad exchange platform has already helped the firm strike partnership deals with publishers such as People, Popular Mechanics, and Forbes, VentureBeat reported.