Forbes Considers Going 'Native' With Programmatic, But Will Wait Until It Shakes Out

Forbes.com has been looking at whether it can utilize programmatic trading to sell its "native" ad formats, but has not plans to do so for the foreseeable future. 

"I actually think at the present moment the challenges that programmatic and native are trying to solve are inherently different," Forbes group publisher and chief revenue officer Meredith Kopit Levien, tells Adweek, adding, "I do think they’ll merge at some point in the future where we’ll be talking about machine-to-machine-bought content solutions. But right now it’s still considered by the market to be two different challenges with two different solutions.”

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Tags: programmatic
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