The shift to native ads that more closely resemble site content has proven effective for publishers, but the predicted marriage of native advertising and programmatic buying techniques has so far largely failed to materialize.
The promise of programmatic native — other than combining two industry buzzwords — was the best of both worlds: the efficiency and targeting of programmatic with the creativity of native advertising. But some believe the enthusiasm hasn’t yet matched reality, as programmatic native channels face low demand from buyers.
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