Nativo Is Making Noise in Programmatic—and the Industry Should Pay Attention
While much of ad tech scrambles to survive tightening ad budgets and cookie deprecation, Nativo is sprinting in the opposite direction—straight into growth.
The Los Angeles-based native advertising platform just posted a whopping 120% year-over-year increase in its programmatic business for Q2 2025, fueled largely by its deepening relationships with top-tier publishers and a technology stack that’s quietly becoming one of the most versatile in the space.
And Nativo isn’t just scaling; it’s stacking its leadership bench. The company has added Gayle Meyers to its board of directors—a high-impact move that underscores its strategic ambitions.
A Platform Built for the Future of Ad Tech
What sets Nativo apart from its rivals? For starters, it’s not trying to be another SSP or DSP chasing the same impressions. Instead, Nativo has carved out a premium lane by supporting exclusive demand and a wide mix of native, display, and video formats, all tightly integrated into publisher environments. Think less about interruptive banners and more about immersive, content-aligned placements.
The company’s ability to scale while maintaining that level of quality has drawn heavyweight publishers into the fold—along with their inventory. And for media buyers, especially those seeking clean, direct paths to high-performing formats, that’s a serious value prop.
It also helps that Nativo doesn’t rely on one revenue stream. It runs managed services, self-serve offerings, ad platform licensing, and more—a level of diversification that’s proving to be a buffer against today’s more volatile media landscape.
Why Gayle Meyers Matters
To guide this next stage of growth, Nativo is bringing in Gayle Meyers, a strategist and investor with deep roots in media, marketing, and data tech. Meyers has advised or served on the boards of high-growth players like Anteriad, Tinuiti, and Acceleration Partners. Her current role as founder of advisory firm Growthing puts her at the center of aligning executive teams with investors—precisely the kind of guidance Nativo needs as it leans harder into AI, commerce integrations, and scaled programmatic offerings.
In a statement, Meyers praised Nativo’s technology for being “built for where advertising is going versus where it’s been”—a subtle but sharp jab at platforms stuck optimizing for yesterday’s media plans.
The Bigger Picture: Why This Growth Matters Now
Nativo’s momentum isn’t just a company story—it’s an industry signal. With brand marketers increasingly favoring direct, curated access to premium supply, the platforms that offer transparency, format flexibility, and end-to-end control are pulling ahead. The fact that Nativo can deliver on both buy- and sell-side needs makes it particularly appealing in a market that’s tired of fragmented tech stacks and opaque supply chains.
And in the wake of Google’s delayed cookie phase-out (again), platforms that can enable targeting and measurement in privacy-safe ways—often through content and context—are exactly what advertisers are hunting for.
Meanwhile, legacy players in the programmatic space, especially those overloaded with overhead or stuck in aging auction models, may find themselves playing catch-up. Nativo’s recent moves suggest it doesn’t plan to wait around.
