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EBay's Advertising Head Calls For Industry To Support 'Creative Planners'

Retaining the right talent is crucial to support the emergence of "creative planners," argues Phuong Nguyen, head of eBay advertising in the UK. Even as programmatic "beds in," publishers are already eyeing up the next seismic shift in the industry -- native programmatic. Its impact will certainly be felt across the industry with a recent report predicting that by 2017, content marketing and native ad budgets will grow by 59% and 46%, respectively, outpacing the growth of display and search ad spend.

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