Dive Brief: 

• Native ad startup Sharethrough has secured $17 million in funding. 
• Sharethrough's technology allows users to serve already-posted content — like YouTube videos, photos from their site, or articles — to the content streams of over 200 publishers. 
• The startup shares resulting revenues from its server with participating publishers like Time Inc., Forbes, and USA Today. 

Dive Insight:

The financial support of Sharethrough, and startups like it, underscores the growth and value native ads are gaining. Sharethrough's ability to use previously published content and spread it throughout so many publishers is one potential answer to the problem of scale in native advertising.