• by Tyler Loechner  @mp_tyler, February 17, 2015

Nativo, a programmatic native ad platform, on Tuesday announced that Serge Matta, CEO of comScore, has joined the company’s board of directors. Other board members include Mark Terbeek of Greycroft and Ed Cluss of Signia Venture Partners.

“As content and the platforms we consume it on are ever evolving, native advertising will only continue to grow in importance. I was drawn to Nativo’s unique technology that enables brands and publishers to scale their native content and take part in the rapidly advancing segment of the digital ad market,” stated Matta.

The announcement of Matta as a board member at Nativo comes just weeks after the Association of National Advertisers (ANA) reported than nearly two-thirds (63%) of big national advertisers plan to boost spend on native ad formats in the next 12 months. An Undertone study at the end of 2014 noted that about 20% of advertisers are buying native ads via programmatic.

“As a member of Nativo’s board, I look forward to bringing my experience in growing technology companies from startup to maturity and my expertise in digital advertising technology to help guide Nativo through its next phase of expansion,” Matta added in the statement.

What that next “phase of expansion” is remains to be seen, but a potential IPO has not been ruled out. In addition, Matta joins the board as the CEO of a public company.

“Serge adds tremendous value to our team of board of directors,” stated Nativo CEO Justin Choi. “As comScore journeyed from its startup days through IPO, Serge increasingly took on leadership roles that drove the company through all of its major milestones.”