Native advertising by going programmatic has kick - started the trend , according to digital marketing agency Razorfish . “We’re spending much less time having to justify the audience. Programmatic has allowed for real - time context and targeting data , thus attracting more native ad buyers . Programmatic allows companies to focus on the specific audience they know their ads will work with instead of trying to persuade their client that the chosen publisher or platform is the correct one , said Rob Smith , SVP of client engagement at Razorfish .
Native advertising by going programmatic has kick - started the trend , according to digital marketing agency Razorfish . Programmatic has allowed for real - time context and targeting data , thus attracting more native ad buyers . Programmatic allows companies to focus on the specific audience they know their ads will work with instead of trying to persuade their client that the chosen publisher or platform is the correct one , said Rob Smith , SVP of client engagement at Razorfish .