- So far native advertising hasn't found a way to scale, but that likely won't be the case for long because of problems already solved by Facebook's FBX exchange ads.
- In order to serve FBX ads, demand side platforms like The Trade Desk, Turn and MediaMath were forced to add text functionality into their display ads.
- The text functionality makes the merging of native ads and RTB possible—but before that happens, things like standardization must first occur.
Though the technology is in place, the industry isn't quite ready to handle native advertising on that scale yet. A big part of it will be publishers relinquishing control to allow RTB native ads on their sites.