BuzzFeed's Editorial Fumble Doesn't Have to Be a Buzzkill for Native Advertising
Posted in: UncategorizedBuzzFeed is often referred to as an advertising agency that creates content. Though most of the outside world views it as a digital media juggernaut, BuzzFeed’s real innovation isn’t listicles or GIF-based storytelling, but native advertising.
Though it gets 130 million-plus unique visitors a month, BuzzFeed has chosen not to monetize its traffic in the typical way, with banners or takeovers. Instead, the company crafts native ads that look very much like BuzzFeed content — maybe too much.
Most of the time, this arrangement works great. The company was recently valued at $850 million and has won grudging respect for its coverage of politics, tech and business. Last month, though, a fissure emerged that illustrated that even BuzzFeed is still figuring out this native advertising thing.
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