• http://rtbndata.blogspot.co.uk Kristina Kasalova

    I believe there is a way how to translate native into programmatic effectively and efficiently. However, we should step back a bit and involve dynamic creatives options. We can’t do native advetising across all inventory with single creative and set of standard size ads. Instead I’d think more of how to use several pictures and picture sizes, headlines and body texts which could dynamically populate fields of placement, as required by individual sites. Obviously, this means campaign managers would need to work very closely with traffickers, and possibly copy writers, to optimise.
    Having said this, I think there will be need for campaign managers to take up some of these roles later on (trafficking dynamic creatives) in order to keep up with the market in terms of optimisations available and streamline the operations within their companies.