It has been said that native advertising and programmatic media buying could not coexist. Native, which by definition is custom and unique to its surroundings, is often thought of as the antithesis of programmatic, which is automated and mechanical. But, as the saying goes, opposites attract. These two advertising methods have been combined, and it’s happening in real-time, right now.
AdExchanger broke the news this morning that Microsoft is the very first brand to buy native advertising programmatically, in a real-time bidding environment through a DSP. You can read all about the details of this historic ad campaign on their site.