Nativo Gets $3.5M For Native Advertising Technology

Los Angeles-based Nativo, the online advertising technology firm led by Justin Choi, has raised $3.5M in a Series A funding round, the firm announced Tuesday. The funding was led by Greycroft Partners, and also included and Signia Venture Partners. Nativo was formerly known as PostRelease, and had raised $1.8M in seed funding from Signia and angels. Nativo's technology revolves around inserting sponsored content into the site of publishers automatically. Sponsored content/native advertising is the technique of interspersing information from sponsors or advertisers within a news stream or forum--in a way that it looks and feels like editorial. The technique has drawn some fire for making it difficult for readers to discern between actual content and ads. More information »