Visible Measures has announced the addition of native ad capabilities to its demand-side platform (DSP), partnering with native supply-side platforms (SSPs) TripleLift, DistroScale and AdsNative for supply.

Visible Measures’ DSP, which launched in May and is called Fabric, was previously focused on video advertisements only.

“Native advertising has emerged as a powerful and effective strategy for integrating branded content into user experiences, but there is still a challenge: how do advertisers scale buying for an ad format that is customized to each publisher,” stated Brian Shin, CEO and founder of Visible Measures. “Our partners are tackling this challenge in unique and creative ways, with some focusing on in-feed integrations, while others address support for branded articles, or images.”

Through its new partnerships, Shin says the company’s DSP now programmatically supports those types of native ad formats.

Visible Measures says advertisers can use the native DSP on a self-serve or managed service basis, though the company notes in a release that it “foresees that most of its agency partners will continue to access Fabric through a managed service.”

According to a release, Visible Measures is offering Publicis Groupe’s trading desk — VivaKi’s Audience on Demand — self-service access to the native DSP. VivaKi first brought native ad tech capabilities to its trading desk in the spring.

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