Native and programmatic advertising have change the marketing landscape over the past couple of years but they have remained separate media plays.But it seems that is about to change. According to a report from the Business Insider, a new specification from the Interactive Advertising Bureau (IAB) under the name OpenRTB 2.3 makes a merger of the two technologies possible. This new spec will provide the ability to serve up sponsored content that matches the look and feel of a publisher site in real time through automated processes.
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