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February 10, 2015

As Publishers Embrace Native Ads, OpenX Has $100 Million Reasons To Love Programmatic, Too

Look under the hood at many of the buzziest digital publishers of the moment and you’ll hear all about native advertising, a new(ish) kind of paid programming that offers content that’s supposed to be more appealing than a banner ad asking you if you need to lose weight or want to sell your eggs. From BuzzFeed to the New York Times, publishers see native ads as a tactic that offers more quality control, brand consistency—and a higher price tag.

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Publishers