Headway Digital Launches NativeWay, Its New Native Ads Tool Suite

Headway Digital has launched NativeWay, a native advertising platform that combines display, video and mobile solutions using programmatic buying.

NativeWay is integrated with Headway Digital’s existing programmatic buying platform. Here’s how the company describes the three-pronged approach in its announcement:

Native Display Ads … dynamically displays a marketer’s ad to fit the look and feel of each publisher site. Each creative includes an image, logo and up to 200 text characters. Native Video … in-stream videos that display within the content of the publisher’s site. As the user scrolls down, the pre-roll video will pop inside the text on auto-play. Ads will pause in the event that the user scrolls away. Native Mobile … promotes ad creatives in non-intrusive ad formats that blends messaging into each website and app.

The new platform is available to advertisers in the US, the European Union and Latin America.