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New digital advertising conventional wisdom: Banner ads are dead!*

But native ads, which use “content” that’s supposed to look like “real” content — those are cool and new!**

One big problem in turning this conventional wisdom into reality: It’s hard to scale “native” ads, because someone has to go create the “content” for them. And if you did that every time you wanted to run a native ad, then that process would be just as cumbersome as actually … creating content!

There are a bunch of folks trying to tackle this, of course, because solving it seems like a lucrative thing to do. Here’s one version: A new program from Starcom MediaVest Group, which lets advertisers create ads using stuff that real publishers — like Forbes, Martha Stewart Omnimedia and Time Inc. — have already published.

The offering, built using software from ad tech startup Flite, gives advertisers a library of stuff to choose from that has already been published, identified by different categories — perhaps you’re pushing shampoo, and want a piece about the benefits of essential oils — and lets them plunk an excerpt from the articles directly into a display ad.

The publisher gets a piece of any revenue the ad generates, as well exposure for their stuff and a link to their site. The advertiser gets to associate itself with a “real” publisher.

Read the rest of this article at Re/code.