CHICAGO — Some ad buyers are getting excited about the opportunity to deliver messages to consumers in ways that fit the surrounding content experience; others are loving the new-found efficiency and scale of so-called “programmatic” techniques for distributing display ads.

But can native ads benefit from programmatic when each campaign seemingly needs to match the specific individual media vehicle in which it sits?

“There is a struggle between native and programmatic,” Havas programmatic director Stephanie Mustari tells Beet.TV in this video interview. “It’s sort of the opposite. To be able to take something that’s unique like native and scale it using programmatic is a difficult thing.

“The theory with programmatic is being able to target a large number of ad formats which have similar specs so you can scale across publishers. With native, and there being different ad formats across publishers, it’s obviously a challenge.”

She was interviewed by Elaine Boxer, director of industry initiatives at the IAB, earlier this month at the Beet.TV video summit about video advertising outside of the pre-roll.  The event was presented by Teads.