Native Programmatic Is Still Integral to Digital Marketing Strategies

A more traditional approach to collaboration goes a long way

Brands, publishers and technology will all need to collaborate in this increasingly digital marketing world. Getty Images

Remember a few years back when native programmatic advertising was one of the industry’s hottest topics? In those days, industry players were loudly proclaiming that the process of assembling and distributing native ads would finally be scalable due to the benefits of automation inherent in a programmatic context. Well, that truly turned out to be a pipe dream perpetuated by naive ad-tech entrepreneurs and venture capitalists.

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@MikeKorsunsky Michael Korsunsky is CEO of MGID, Inc. N.A.