The company is courting publishers with the promise to support their native advertising formats and bring the kind of in-stream ad experiences it has run in Facebook's news feed over the past year to a wider range of supply sources. Its pitch to those publishers, according to CEO Zach Coelius: "We can fill your remnant inventory at very high CPMs – $5 to $10 CPMs – and hit your revenue targets."
"Remnant" and "native" are not frequently found in the same sentence, but that may change as every publisher – from news organization to gaming app developers – climbs aboard the native gravy train and native advertising becomes a commodity.
After two years positioning around retargeting campaigns on Facebook and one year buying ad space in the Facebook news feed, Coelius said, "We wanted more inventory. So we're going to big publishers, saying we'd love to do news feed-type ads."
He says Triggit is ready to power hundreds or even thousands of distinct native formats of the sort that have proven effective for Facebook. But he declined to name publishers or advertisers involved in the test.