About.com Shakes Up Native Advertising

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So-called “native” advertising is currently the belle of the digital media ball, but online publishers are still figuring out how best to implement it across their properties.

This story was originally published by The Wall Street Journal

About.com has taken a different path in the native advertising. Instead of having full posts with a 'sponsored' disclaimer, the publisher breaks up stories with advertising content. Will this new way of going native work?

Some have generated proprietary ad formats tailored specifically to their sites, for example, while others have opted to create and publish content that’s related to the interests of their advertiser clients.

About.com is approaching “native” a little differently, however. Instead of creating a new ad format for its site or appending “sponsored by” to its article bylines, the publisher has begun breaking up articles by placing advertiser content in the middle of them.

What’s more, the format of that content can vary based on the needs of the advertiser, About.com said, making it “native” to each advertiser, in a sense. That’s a different approaching to simply placing banner or video ads between paragraphs.

Check out the full article here.