Dive Brief: 

• Several startups — like Nativo, Sharethrough and Publish2 — are on a mission to solve native ads' scalability issue with ad networks for sponsored content. 
• The networks are similar to those that helped banner ads scale into a mass media option, offering some standardization and ease of implementation that makes buying the ads in bulk work.
• Publishers are drawn to the platform model because it means they don't have to build large content creation operations like those at Huffington Post, Vox Media and Gawker. 

Dive Insight: 

Offering such a customized product at scale will present a lot of hurdles along the way, but building these networks will ultimately be a good thing for the industry as a whole. Native advertising is clearly here to stay, so any startups who can make that process easier will be rewarded.