Can Native Advertising Be Programmatic?
My editor liked this idea because it contained not one but two ad-world buzzwords. Programmatic content is also a concept that scares us journalists and content creators to death, stinking as it does of robots and the bad old days of content farms.
However, programmatic native advertising has been with us since, arguably, the earliest days of AdWords. This article for Campaign US explores in depth where programmatic makes sense for native advertising, how it’s already being used and whether premium publishers will be able to keep raking in premium rates for native articles on their sites.