Axios: If People Have No Time To Read News, Why Would They Engage With Ads?

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Brevity is the soul of content – and advertising – at Axios. The tech, news and politics site, founded by former Politico execs a little over a year ago, was built on the premise that people are bombarded by info and find it nearly impossible to keep up. “Less than 5% of people who click on aContinue reading »

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Wattpad: ‘Campaigns Work When They Feel As Native As Possible’

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That teens have no attention span is a fallacy. Just ask Wattpad, a platform where people can write and share stories that they’ve written and solicit feedback from their community. The storytelling platform boasts a community of 60 million monthly active users, mainly teens, young adults and millennials under 30, who spend more than 15Continue reading »

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BuzzFeed Lays Off 100 As It Reorgs Business For Programmatic, Commerce

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BuzzFeed laid off 8% of its domestic workforce, or 100 people, Wednesday as the company diversifies beyond native advertising. Recode first reported the cuts. With 25% of revenue in 2017 coming from programmatic, affiliate links, commerce and non-native ads, many staffers working on the branded content side are being let go. Despite building a nine-figure revenueContinue reading »

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Xaxis-Owned Plista And Jivox Hook Up To Blend Native With Dynamic Creative

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Brands want to spend more on native, and plista, the native arm of WPP’s Xaxis, is hoping to oblige through a partnership with dynamic creative optimization platform Jivox. After several months of testing, the duo rolled out a solution on Tuesday to help plista and GroupM clients create and buy native ads programmatically and personalizeContinue reading »

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Outbrain Acquires Native DSP Zemanta

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Outbrain acquired native DSP Zemanta for an undisclosed sum Tuesday. The deal will bring together Outbrain’s scaled native supply with Zemanta’s demand, laying the groundwork for Outbrain to position itself as a leader in the still-nascent programmatic native ecosystem. Outbrain bought the DSP because it expects native advertising to become larger than display advertising inContinue reading »

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