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US ad-tech startup TripleLift scores $4M in Series A funding to automate native advertising

March 6
11:43 AM 2014

Ad-tech startup TripleLift has closed $4 million in a Series A round led by True Ventures. The company will use the capital infusion to expand its workforce and automate native advertising, according to VentureBeat.

TripleLift is trying to develop the first native advertising real-time bidding exchange, the report stated.

TechCrunch cited co-founder Eric Berry explaining: "We see this funding round helping TripleLift move the web away from banner awards towards beautiful, image-centric native ads. Because our native advertising is so heavily dependent on technologies like computer vision and dynamic templating, we're investing heavily in engineers and analysts, as well as the significant amount of hardware required to actually enable the technology."

According to TripleLift's founders, they are trying to make it easier for advertisers to connect to native ad spots. In addition, the startup said its clients include Gap, General Mills, Kohler, and Nissan, VentureBeat said.

Other investors in the funding round include iNovia Capital, MESA+, NextView Ventures, Social Internet Fund, Social Starts, and Laconia Ventures, TechCrunch reported.

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