“While native advertising can’t really go programmatic, content marketing can, and can scale, yet another sign that programmatic is changing the digital advertising landscape as we know it,” says Ben Plomion in a recent post at ClickZ.

Plomion is talking about the fact that content marketing — the development and distribution of any type of media by a brand — has “been hot for a while now.”

It’s only getting hotter, he argues.

“According to Contently, 54 percent of consumers would consider ending a relationship with a retailer that fails to directly deliver tailor-made, relevant content,” suggests Plomion. “In other words, creating content is no longer an option for major brands. It’s a must.”

It’s no shocker that many companies are now focused on building a bridge between content marketing and the industry’s other hot trend, programmatic marketing. Using data to automatically target messages to users who are most likely to respond seems like a win-win.

“The big question is whether such a bridge is possible or whether content marketing and programmatic will remain forever apart as two separate but thriving worlds,” says Plomion.

Plomion believes part of the problem in building a bridge is the complexity of the terminology.

“The real challenge in answering questions about programmatic and content marketing emerges from the confusing terminology that gets thrown around whenever the topics come up,” he contends. “Indeed, once the terminology is cleared up, the relationship between content marketing and programmatic no longer seems very confusing at all.”

The post by Plomion continues with some clarifications and advice designed to help marketers make it through the haze of the terms that define the technology.

You can read more here.