El Segundo’s Nativo, a native advertising platform for Web publishers, has raised a $20 million Series B round led by San Francisco’s Advance Vixeid Partners. RezVen Partners of Newport Beach also contributed to the round, along with existing investors.

The 5-year-old company had previously raised a total of $11.2 million from firms including downtown L.A.’s Greycroft Partners. Nativo said in a statement that it planned to use the money to grow its international footprint and hire more engineers.

As news organizations continue to see shrinking profits from print advertising, native ads, designed to look like editorial content, have become an increasingly lucrative revenue stream. Nativo projects that advertisers will spend $21 billion on native ads by 2018 as customers continue to click on them at a higher rate than traditional display ads.

“There’s a shift happening in advertising and the shift is coming to us,” said Chief Executive Justin Choi.

Some of the company’s publishing clients include Hearst Corp., Tribune Media and Newsweek, among many others.