Though it may reign as the advertising industry's favorite buzzword, so-called "native" advertising has yet to prove its ability to scale.
But that may not be the case for long.
Native ads and the high-volume world of real-time bidding are on course to come together, with the most difficult hurdle, the technological one, all but cleared thanks to the introduction of Facebook's FBX exchange ads.
Here's why: In order to serve Facebook's FBX ads -- and reap the corresponding revenue -- demand side platforms such as The Trade Desk, Turn and MediaMath were forced to build text functionality into their display platforms. That retrofitting, bringing text into the equation for the first time, paved the way for other text-based ads, such as sponsored content, to move through the platforms as well.