Programmatic native ads: a balancing act
Programmatic native advertising
This article introduces a series of articles on programmatic native advertising. Read more
Programmatic native advertising is now a vital campaign execution in digital communications. By 2021, it is predicted that it will account for almost three-quarters of all display ad revenue in the US, according to the IAB.
There are several reasons for its growth in importance. For advertisers, premium native advertising, which enhances the surrounding editorial content, gets three times more attention than other digital ads, according to a Yahoo! study. And for publishers faced...