The problem with the new native advertising concept, according to some display ad veterans, is – how can the format ever hit display’s heights when each new deployment may need to be customized for editorial fit?
But Adam Singolda, CEO of a content discovery network that is also trying to deploy native ads, says things will improve – perhaps even leading to programmatic selling of native ads – as publishers and brands commit further to the idea.
“Right now you see publishers that are trying native but not really and brands doing native but not really,” Taboola‘s Singolda says.
“When both of them start doing more than a little bit, you’ll start to have more liquidity. Once you start to see liquidity, then there will be room for exchanges and things of that nature. We’re not there yet. Native is amazing … but it’s still really small.”