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As the banner ad loses its luster, online publishers from BuzzFeed to Quartz are turning to units that capture the look and feel of the host site's content. The purists say that truly native advertising can't be scaled without losing its bespoke (read: expensive) feel. No wonder, then, that a number of companies have claimed to be able to scale the creation or distribution of native ads. There are trade-offs, though. The more automated the process, the less the advertiser can control where his ad shows up, whether it's viewable, if it fits in with the site—that is, assuming it even shows up at all.