VIRURL Becomes

Santa Monica-based VIRURL said this morning that it has renamed itself, after acquiring the domain name. The company--which provides native advertising technology--said the new name "fully conveys" its company's mission.'s services are used by advertisers and publishers, to integrate sponsored articles and videos into content.

Native advertising has become a growing area of growth, due to advertisers finding that banner ads and other advertising do not deliver as high click through rates as native ads. However, native ads are somewhat controversial for publishers, since they often look and feel exactly like content on a publisher's website. is headed by Francisco Diaz-Mitoma.