Ad tech company AppNexus has formed a strategic partnership with Adyoulike, an in-feed native ad company, to enable advertisers and agencies to deliver personalised native campaigns on its platform.

The partnership will enable advertisers and agencies to extend their native reach across Adyoulike’s network. Adyoulike’s supply side platform (SSP) will use the OpenRTB 2.3 standard to deliver in-feed native personalised and highly-targeted content programmatically.

“This partnership with AppNexus is another great demonstration of how native advertising is gaining in importance and how advertisers, agencies and brand marketers can benefit from both using programmatic technology to create highly-targeted campaigns with that of in-feed native advertising to reach greater audiences and access more publishers worldwide,” said Francis Turner, US general manager and chief revenue officer at Adyoulike.

Patrick McCarthy, SVP of marketplace partnerships at AppNexus, added: “Adyoulike has established itself as a leader in the native advertising space, and a valuable partner to bring onto our programmatic platform. With this partnership, we look forward to further scaling native into a major marketing channel.”

Earlier this year, Adyoulike entered into a partnership with open omnichannel ad management company Sizmek to deliver native advertising campaigns across its StrikeAd platform.