Ad tech platform TripleLift has received a ‘majority investment’ from Vista Equity Partners, an investment firm focused on enterprise software, data, and technology-enabled businesses. The investment is believed to be worth $1.4bn.

TripleLift, founded in 2012, provides native programmatic advertising, leveraging computer vision technology to transform content into in-feed native ads that match the look of a publisher’s website. Vista intends to help drive TripleLift toward further innovation and accelerated global growth.

“We have developed into a leader in the advertising technology space and are excited about our next chapter,” said Eric Berry, Co-Founder and CEO of TripleLift. “When looking for an investment partner, we placed a premium on a deep understanding of ad tech and a willingness to lean into developing our portfolio of innovative, high-growth products. Vista is that partner.”

The transaction, expected to close in the second quarter of 2021, will see Berry will remain as CEO and on the Board of Directors, while early investors True Ventures and Edison Partners remain invested in the company.