• by Erik Sass  @eriksass1, August 19, 2015

Technology media publisher IDG Communications is rolling out native advertising across its portfolio of publications in partnership with Nativo, a native ad tech company.

The new service, called Native@Scale, will give IDG advertising clients the ability to reach readers, including B2B purchase decision makers, through branded content on its network of sites.

The Native@Scale service consists of a number of native ad products, including Brandpost, which offers marketers an opportunity to integrate full-length branded content on IDG’s sites and video ads delivering “in-read” video messaging within articles.

The service includes ads optimized for mobile consumption. It also enables real-time purchasing and distribution of native ad units across the IDG network for in-stream sponsored content.

IDG publishes tech and business titles, including ChannelWorld, CIO, Computerworld, GamePro, InfoWorld, Macworld, Network World, PCWorld, TechHive and Techworld, among hundreds of others.

The company also operates around 700 branded conferences and events around the world. Overall, IDG claims its Web sites reach 280 million technology professionals.

Nativo has announced a string of new publisher and content partnerships in recent months.

Most recently, last month the native ad tech firm unveiled a partnership with multiscreen ad firm Flite to help brands align themselves with licensed content from major publishers. The licensing system gives Nativo and Flite advertising clients access to millions of pieces of content licensed from publishers like CNET, Kiplinger and PopSugar, which they can incorporate into paid ad campaigns via both regular display and native ad formats.

Nativo has been working on ways to make easier for brand marketers to get into native advertising for a while. Last year, the company formed a new Content Creator Consortium to help connect marketers with professional content producers in order to quickly ramp up their native ad output.