This summer The New Yorker started to experiment with sponsored content, or what is commonly referred to as “native advertising.†The magazine’s website, for example, now includes a native ad from IBM about five steps to building a better cloud, written by Frank De Gilio, an IBM engineer. The New Yorker is just the latest traditional media brand to cultivate native advertising inventory. Other legacy publications, such as Forbes and The Atlantic, are also in the fray, not to mention myriad social networks that are creating new advertising platforms.
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