Sponsored Content Is Becoming Programmatic, But Can Programmatic Ever Truly Be Native?

The marketers fueling this growth see programmatic native as a means of getting the scale of programmatic displays without sacrificing the branding benefits they receive from hand-crafted sponsored content.

In fact, Just Media President Brandon Friesen saw branded content on Nativo outperform paid search on performance metrics like conversions and brand metrics like engagement time. While he says his media agency had established one-to-one relationships with publishers to build custom content in the past, those campaigns couldn’t drive the scale Just Media needed to create for its client.

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