Nativo
Nativo is an advertising technology platform that enables advertisers and publishers to plan, buy, deliver, and measure native and display campaigns across web, mobile, and connected TV. Its SPARC ML-driven audience engine serves Fortune 500 brands and major publishers; the company was acquired by Life360 in January 2026.
- Company typePrivate
- Founded2011
- HeadquartersEl Segundo, United States
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
What Nativo does
Nativo operates an advertising technology platform that enables advertisers, agencies, and publishers to plan, buy, deliver, measure, and optimize native and display advertising across web, mobile app, and connected TV inventory. Its product stack centers on the Nativo Ad Platform, with modular solutions for curation, supply-side programmatic sales, self-serve campaign management, competitive intelligence (Brand Rank), and SPARC predictive audiences. The platform supports a range of ad formats including native articles, stories, native display, native video, and standard display, delivered through integrations with Google Ad Manager, Prebid, Amazon Transparent Ad Marketplace, and proprietary mobile SDKs.
The company's monetization spans three streams: platform and technology fees from advertisers accessing the network, programmatic and direct marketplace revenue shares from publisher inventory, and self-serve ad-spend or transaction-based fees. Pricing is quote-based across enterprise annual contracts and a self-serve tier, with no publicly disclosed list pricing. Its go-to-market combines direct enterprise sales to Fortune 500 advertisers and major publishers, programmatic channel partnerships via header bidding integrations, and a self-serve motion for mid-market demand. SPARC, the proprietary ML-driven audience engine, is positioned as the central performance differentiator alongside Adelaide-validated attention metrics.
Following its November 2025 announcement and January 2026 close of acquisition by Life360 for approximately $120 million, Nativo operates as Life360 Ads featuring Nativo, combining its ad-tech infrastructure and publisher network with Life360's first-party family location data. The combined entity reports reach to more than 95% of US ad-eligible adults and 50M+ US monthly active users.
Nativo firmographics
Firmographics- Name
- Nativo
- Legal name
- Nativo, Inc.
- Website
- https://nativo.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Acquired
- Headcount range
- 101–250 employees
- Short description
- Nativo is an advertising technology platform that enables advertisers and publishers to plan, buy, deliver, and measure native and display campaigns across web, mobile, and connected TV. Its SPARC ML-driven audience engine serves Fortune 500 brands and major publishers; the company was acquired by Life360 in January 2026.
- Ownership category
- akta.pro rank
Nativo industry classification
Industry- Product category
- Native Advertising Platform
- NAICS
- Advertising, Public Relations, and Related Services (5418), Media Buying Agencies (541830), Advertising Agencies (54181)
- SIC
- Services-Advertising (7310), Services-Advertising Agencies (7311)
- akta.pro primary industry
- Marketing Technology, AdTech & MarTech Services (BPAFAAAN)
- akta.pro secondary industries
- Programmatic Display & Retargeting (DSP) (MPAAACAE), Creative, Content Production & Ad Ops Tools (BPAMALAK)
Keywords
Where Nativo is headquartered
LocationHeadquarters
- HQ city
- El Segundo
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Nativo business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Advertising Technology Platform: Revenue generated from facilitating advertising transactions between publishers and advertisers. Platform fees, technology fees, and revenue share arrangements from programmatic and direct ad sales across web, mobile, and CTV inventory.
- Publisher Monetization Services: Revenue from publishers using Nativo's platform for ad serving, audience extension, and programmatic demand to monetize their content inventory.
- Advertiser Platform Access: Revenue from advertisers and agencies accessing the platform for campaign management, audience targeting, and ad placement across Nativo's publisher network.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise - Full platform access with dedicated support |
| Freemium | Pay-as-you-go | Self-Serve - Platform access with full control |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
Nativo product offering
Product offeringCore offering
Nativo operates an advertising technology platform that enables campaign planning, buying, management, delivery, optimization, measurement and analytics for brand advertisers and agencies, while allowing publishers to build, serve and monetize ad campaigns across web, mobile app, and connected TV properties. The platform supports multiple premium ad formats including native articles, stories, native display, native video, and standard display, and includes proprietary audience targeting via SPARC, an insights/analytics platform, a curation marketplace, a supply-side platform (SSP), and self-serve tools for advertisers and publishers.
Product overview
Nativo operates as an advertising technology platform that was acquired by Life360 in January 2026. The unified offering is now branded as Life360 Ads Featuring Nativo, combining Nativo's publisher-focused ad-tech infrastructure with Life360's first-party family location data. The platform provides a full-stack advertising solution including the core Nativo Ad Platform with solutions for Curation, SSP, SaaS, Self Serve, Brand Rank, and SPARC (predictive audiences). The product suite includes multiple ad formats: Native Article, Stories, Native Display, Native Video, and Standard Display. Developer tools include JavaScript Integration, Mobile Ads SDK, and Header Bidding capabilities. The Insights platform provides analytics and content performance visualization. The platform reaches over 95% of US ad-eligible adults across web, mobile app, and connected TV environments.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- 2x greater click-through rate compared to standard targeting
- +7 more outcomes
Companies that use Nativo
Customer profileNamed customers12 records
Segments3 records
Ideal customer profiles2 records
Nativo technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration13 records
AI capability8 records
Feature6 records
Nativo partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered flagship and core.
- Life360flagshipLife360 acquired Nativo for approximately $120 million in cash and stock in November 2025, with the deal closing in January 2026. Integration combines Nativo's ad-tech infrastructure with Life360's first-party family location data to create a comprehensive family-safe advertising ecosystem reaching over 95% of US ad-eligible adults.
- FantixcoreLife360 acquired Fantix's advertising unit in February 2025 prior to the Nativo acquisition. Fantix advertising technology complemented Nativo's capabilities in building Life360's full-stack advertising platform.
- Scope3coreNativo and Scope3 partnered to advance sustainability in digital advertising. Scope3 provides environmental impact measurement for advertising, helping Nativo offer carbon-conscious advertising solutions to its publisher and advertiser clients.
- IAB Tech LabcoreNativo is a supporter of IAB's ads.txt and app-ads.txt initiatives for advertising transparency. Platform supports IAB Transparency and Consent Framework for GDPR compliance and IAB CCPA Compliance Framework.
- Google Ad ManagercoreIntegration with Google Ad Manager enabling publishers to traffic Nativo ads through GAM, with workflows for campaign trafficking and optimization.
- PrebidcoreHeader bidding integration through Prebid allowing programmatic buyers to access Nativo publisher inventory via open auction.
Scale indicators7 records
Recent moves7 records
Expansion highlights5 records
Nativo competitors and assessment
Company assessmentDirect peers
- StackAdapt: Self-serve programmatic DSP specializing in native, display, video, and CTV. Competes for the same mid-market and enterprise advertiser budget with overlapping native and audience-targeting capabilities.
- Outbrain: Direct competitor in native content discovery and advertising, operating a similar publisher-network-plus-advertiser-platform model with comparable ad formats (native articles, video, display).
- Taboola: Public native/content-discovery advertising platform that powers sponsored content recommendations across premium publisher networks. Direct overlap with Nativo in native ad formats, publisher monetization, and advertiser campaign management.
- TripleLift: Native programmatic SSP and ad-tech platform focused on native display, video, and CTV inventory. Competes with Nativo for both publisher supply and advertiser demand in premium open-web inventory.
- Media.net: Contextual and native advertising platform (a Yahoo Bing Network business) that monetizes publisher inventory through ad formats and targeting similar to Nativo's, including contextual and audience-based approaches.
Broad incumbents
- Magnite: Largest independent SSP for CTV and online video. While broader in scope than Nativo, it competes for publisher supply and programmatic demand access through its header-bidding stack, overlapping with Nativo's SSP and CTV ambitions.
- PubMatic: Public independent SSP and ad-tech platform serving publishers and buyers across display, video, and CTV. Overlaps with Nativo's SSP and curation offerings and competes for the same premium publisher relationships.
- Criteo: Large-scale commerce and retargeting ad-tech platform. While focused on retargeting/performance rather than native content, it competes for advertiser budgets and increasingly for cookieless targeting solutions overlapping with Nativo's SPARC.
Emerging players
- NextRoll (AdRoll): Mid-market-focused AdTech platform offering programmatic display, retargeting, and audience targeting. Competes with Nativo's Self-Serve and SPARC offerings for the same mid-market advertiser segment.
- Sharethrough: Independent omnichannel supply-side platform specializing in native video and CTV. Competes with Nativo for premium publisher inventory and brand-advertiser budgets in native video formats.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Nativo social profiles
Digital presenceNativo compliance and trust
Trust signalCompliance8 records
Nativo financial estimates
Financial estimateRevenue estimate
Valuation estimate
Nativo leadership team
Management profileNumber of profiles
Profiles10 records
Nativo funding detail
Funding detailFunding overview
Funding rounds6 records
Investors11 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Nativo M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Nativo
What does Nativo do?
Nativo operates an advertising technology platform that enables campaign planning, buying, management, delivery, optimization, measurement and analytics for brand advertisers and agencies, while allowing publishers to build, serve and monetize ad campaigns across web, mobile app, and connected TV properties. The platform supports multiple premium ad formats including native articles, stories, native display, native video, and standard display, and includes proprietary audience targeting via SPARC, an insights/analytics platform, a curation marketplace, a supply-side platform (SSP), and self-serve tools for advertisers and publishers.
Is Nativo a public or private company?
Nativo is a private company. It is classified as corporate owned and is currently acquired.
When was Nativo founded?
Nativo was founded in 2011. It employs 101 to 250 people.
Where is Nativo based?
Nativo is headquartered in El Segundo, United States, in the North America region.
How does Nativo make money?
Three revenue lines are on record. Advertising Technology Platform is the primary driver. The others are publisher Monetization Services and advertiser Platform Access.
Who are Nativo's main competitors?
Direct peers on record are StackAdapt, Outbrain, Taboola, TripleLift and Media.net. Broad incumbents are Magnite, PubMatic and Criteo. Emerging players are NextRoll (AdRoll) and Sharethrough.
Does Nativo have an API?
Yes. Nativo offers a Reporting API for programmatic access to campaign data and analytics. The platform provides developer tools including JavaScript integration, Mobile Ads SDK, and API endpoints for integration purposes. The documentation references API endpoints and OpenAPI specifications for pub-resources. Developer documentation is at pub-resources.nativo.com/docs/reporting-api.
What industry is Nativo in?
Nativo's product category is Native Advertising Platform. Its primary akta.pro industry code is BPAFAAAN, Marketing Technology, AdTech & MarTech Services, with a secondary code of MPAAACAE, Programmatic Display & Retargeting (DSP). Its NAICS code is 5418 and its SIC code is 7310.