Nativo Raises $20M For Native Advertising

Los Angeles-based Nativo the native advertising technology developer led by Justin Choi, said Tuesday morning that it has raised $20M in a Series B funding round. The funding was led by Advance Vixeid Partners (AVP), and also included RezVen Partners and the company's other existing investors. Nativo said it will use the new funding to scale its operations. The funding now brings its total raised to $31.2M. The company's prior investors include Greycroft Partners, Signia Ventures, Bertelsmann Digital Media Investment,, among others. Nativo's software helps integrate advertising into a publisher's website and streams, making the distribution of advertising more like the editorial that a publisher offers -- which results in much greater clickthrough, although the technique is somewhat controversial in that it confuses editorial content and ads with end users. More information »