The idea that programmatic marketing and native advertising can be combined, on the surface, seems like an oxymoron. Programmatic is designed for large scale, automated media buying, while native is so custom, each buy must require manual execution. So it’s no surprise that many believe the two concepts would work together as well as water and oil. But as the saying goes, opposites attract.
Thanks to the team at MediaMath, I was afforded the opportunity to elaborate on why native and programmatic go together like chocolate and peanut butter. Excuse the analogy, but I am in full-on holiday sweet binging mode. Please enjoy the post on MediaMath’s blog.