Entertainment powerhouse 'Variety' is turning up the volume on branded content. CMO Dea Lawrence says some of that content can go through programmatic pipes, while some is better suited for other forms of distribution.

Native advertising and content marketing will become more effective than advertising in 2017, while optimizing landing pages will become a new focus as well.

This year, programmatic capabilities will come to native advertising, according to Dan Greenberg, co-founder and CEO, of Sharethrough, a provider of native advertising software for publishers. Greenberg maintains that buying techniques will begin to mature and have a creative impact on native advertising.