Everyone's getting excited about the possibilities of sponsored content. It's no surprise, then, that companies Federated Media, OneSpot, and PulsePoint are gunning for a future where sponsored content is bought and sold at scale through the automated mechanisms and laser-focused targeting of programmatic RTB exchanges. Advertising that works at scale! It sounds great, but it's an extremely tricky endeavor. Currently, these ads are handcrafted units, the result of careful collaboration between publisher and advertiser, and thus completely antithetical to advertising at scale. So, how, exactly, do you automate sponsored content? In short, by changing it pretty drastically.