Ad tech leader OpenX today announced Native Ad Exchange, a new ad exchange with an unprecedented combination of several of the most popular trends in the industry: mobile-first, real-time bidding and native advertising.

While the new offering might sound like a pile of buzzwords to those outside the advertising space, Native Ad Exchange represents a natural next step for OpenX and the industry. The firm helped pioneer the rise of real-time bidding and programmatic advertising, which relies on software algorithms to automate the buying and selling of ad inventory.

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