Programmatic ad platform PubMatic and native advertising solutions company Bidtellect have announced a strategic partnership aimed at integrating the companies technology and data to give native media buyers programmatic access to PubMatics inventory.

The partnership comes hot on the heels of a similar deal between Pubmatic and automated media trading technology company Adslot which gave publishers the ability to trade forward guaranteed ad inventory.

Partnering with Bidtellect will enable PubMatic to offer a wider selection of native advertising on its Open Market and Private marketplaces, while Bidtellect will see its inventory taken to a new level, accommodating the rapid growth predicted for programmatic content.

“Partnering with Bidtellect is a clear win for publishers, who will be able to surface not only their mobile, video, display and tablet inventory, but now their Native inventory as well, to a wide array of media buyers, all through the Pubmatic platform,” said Kirk McDonald, president of PubMatic. “Were very excited to continue leading the way in technology innovation for publishers and to be working with a partner like Bidtellect that shares PubMatics dedication to best in class product and service.”

“Programmatic Native is growing at a staggering rate,” said Lon Otremba, CEO of Bidtellect. “Leading global research firm IDC recently predicted Programmatic Native Advertising will grow from $228m (£150m) in 2014 to $4.8bn in 2018 at a compound annual growth rate of 114 per cent in the United States, when it will stand for about two thirds of programmatic TV.

“Were very excited to partner with PubMatic and integrate our technology with their supply-side platform, which will significantly expand our inventory, making it easier than ever for brands to access thousands of potential Native Ad inventory sources.”