Dive Brief: 

• 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. 

Dive Insight: 

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.