European native ad tech firm Adyoulike has announced a partnership with global marketing technology provider MediaMath as part of its efforts to strengthen its programmatic native advertising exchange.

The Adyoulike Exchange solution is aimed at advertisers across the US and Europe, and enables them to access premium, in-feed native ad inventory to be bought and sold programmatically, across mobile and desktop.

The new partnership will enable marketers to use MediaMaths TerminalOne marketing operating system to programmatically access native content solutions and leverage enhanced data management in their campaigns.

“As the largest native advertising platform in Europe, we created Adyoulike Exchange to help streamline the process of buying and selling native advertising and to do so programmatically at scale,” said Julien Verdier, CEO of Adyoulike. “MediaMath offers an unparalleled level of expertise as well as resources and technology that will smooth the process of native for advertisers and publishers alike.

“Given the ever-growing demand for great native content delivered in-feed, this partnership will help Adyoulike Exchange deliver the seamless solutions our clients need.”

“MediaMath has always been committed to providing its clients with the best in class access across all inventory channels,” said Tanuj Joshi, senior director of global media partnerships at MediaMath. “To support this, we have recognised the importance of native advertising and its appeal to our clients and users alike.”