• by Mark Walsh , November 5, 2013

During an agency panel at OMMA Native, David Levy, co-founder of true [X] Media (formerly SocialVibe) argues that it would be a mistake for the industry to try to make native advertising as scalable as other formats. That will either blur the lines too much between editorial and advertising, or drive down the quality of ads through automation that simply optimizes copy in banners to appear like news stories.

Serge Del Grosso, media director, North America, SapientNitro, and moderator Shannon Denton, CEO, North American Operations at Razorfish, suggested native has to become scalable because marketers are counting on the approach to boost display ad results. Denton noted that native has become a core strategy for monetizing online traffic, and Del Grosso pointed to wider trends like social media advertising and RTB that native ties into that can make it work at scale.