By all accounts, real-time bidding is quickly overtaking the remnant inventory business once controlled by display ad networks – next stop, the guaranteed display business.
Concurrently, “native advertising” popularized by Facebook’s news feed advertisements, has bubbled up. But, as Magna’s Brian Monhan told AdExchanger back in June, we’re not necessarily talking about something new since “the most effective advertising has always been native to the environment in which it appears.” Nevertheless, native is “in” as marketers and their agents are determined to unlock Facebook’s enormous reach and frequency.
We asked a group of industry executives to provide their thoughts on the following: “How do native advertising and real-time bidding meet?”
Click here to read the responses.