The fusion of native and programmatic advertising is finally underway - BI Intelligence report

Many advertisers and publishers hope to meld native-ad units with programmatic buying tools, and this may finally be possible thanks to a new specification from the Interactive Advertising Bureau.
The IAB's OpenRTB 2.3 spec could underpin a programmatic-native ecosystem if it’s adopted in the ad-tech world.
In simplistic terms, the key to the new spec is the ability to serve up sponsored content that matches the look and feel of a publisher site in real time through automated processes.
http://uk.businessinsider.com/fusion-of-native-and-programmatic-underway-with-new-iab-specs-2015-6?r=US&IR=T