Dive Brief: 

• Native ad tech company TripleLift announced a deal Tuesday with five major automated ad-buying tools: MediaMath, Turn, Triggit, AppNexus, and The Trade Desk. 
• Although TripleLift isn't the first to offer automated native ad buys —Facebook and Sharethrough already offer automation—it is the first to make native ads available through major DSPs. 
• TripleLift reaches 200 million unique visitors in the U.S. each month and will offer cookie-targeted ads across 800 different websites. 

Dive Insight: 

TripleLift's announcement could be a major tipping point in the automation and scale of native advertising. Up until now, advertisers mostly agreed that the idea of native ads were great, but it didn't seem viable for everyone—especially those wanting to reach the largest audience possible. The move will likely keep the momentum for native ads going even further in the new year.