LOS ANGELES, Feb. 28, 2013 /PRNewswire/ -- PostRelease, a leading innovator in native advertising technology, has announced it is changing its name to Nativo to reflect the growth, evolution and expanded capabilities of the advertising platform. The original concept behind PostRelease, a play on the phrase "press release," was to automate the insertion of sponsored posts in communities and blogs. The technology now enables the automated placement of a wide variety of sponsored or promoted content into any type of site across desktops, tablets and mobile devices. The new name reinforces the platform's focus on enabling native advertising. "Our platform provides the first scalable and easy-to-deploy solution for truly native placement of content-based advertising. Native advertising typically requires a great deal of time and custom work to deploy," said Nativo President and CEO Justin Choi. "We've invested two years in building an amazing platform that solves that problem while making native advertising scalable for marketers. It is important for us to have a name that clearly communicates the core focus of the vast amount of flexibility and technology we've created." Nativo's sophisticated technology automates the matching of each placement to the look and feel of each publication, regardless of site type or device. The system enables publishers to sell and manage native ad placements with the same controls they have over their display advertising. Nativo provides a platform for publishers to unlock a premium revenue stream, immediately monetize their mobile traffic and lower their ad operation costs around native ads without having to invest in custom platforms for each of their publications. For marketers, Nativo brings scale, automation and measurement to branded content initiatives with contextual matching of placements, auto-optimization of campaigns, A/B testing of multiple headlines and built-in tools to embed videos, images, interactive surveys and other content elements.