In past entries for this column, I've met with professionals from all corners of the digital ecosystem to discuss the impact of a rich-media exchange. Most have been overwhelmingly in favor of the idea, although some have expressed concerns or reservations. Sean Cullinane of Digital Trends, for example, was not in favor of the exchange, firmly believing that programmatic is not an option for his publication. Rather, his team focuses on creating unique, "never-been-done-before" native experiences for advertisers. To get another perspective, this week I spoke with Mark Howard, senior vice president, digital advertising strategy, at Forbes Media.