Advertisers can automatically transform their content into in-feed native ads using TripleLift’s disruptive technology.

This new take on traditional online display advertising converts text, images and videos into engaging content that matches the style and look of the publisher’s site and is delivered within the editorial stream.

The technology places these native ads onto sites via TripleLift’s programmatic ad exchange. Among the brands already using the system are Nissan, Kraft, Gap and Land Rover.

Founders Shaun Zacharia, Eric Berry and Ari Lewine have enjoyed four rounds of funding so far, raising more than $16m (£12.4m) from investors.

In 2015, meanwhile, the brand joined a Forbes list proclaiming the most promising companies in the US.

TripleLift recently partnered with Google’s Accelerated Mobile Pages format, which is designed to improve the mobile web experience for users by ensuring ads load quicker.