Over the past several years we have seen an increase in the digital offerings from our customers. Everyone is trying to figure out the right formula to keep their advertisers engaged and increase their dollar spend. For many years it was a lack of reporting back to the customer that was stymying re-purchases. Then once a publisher was able to get back reports to the agency or advertiser there was a disagreement between the numbers reflected by publisher versus what the agency/advertiser was showing. Today it seems that some of the offerings provided by publishers are somewhat complicated and require more creative work by the agency/advertiser. This article published today by the Wall Street Journal does a good job of breaking down Programmatic Native Ads and why technology may be the limiting factor in the quick adoption.
Link to Wall Street Journal Article