More Time Inc. Sites to Run Sponsored Posts Through Native-Ad Server
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Time Inc. is expanding its use of native-ad server Sharethrough to run some sponsored articles on its desktop and mobile websites, Sharethrough said Wednesday.
A spokeswoman for Time Inc. declined to comment on the agreement. But Sharethrough posts, which have already been running with People magazine’s sites, are now also expected to appear on sites for Real Simple and Health, according to Sharethrough.
Web publishers hope that native ads — sponsored content that more or less mimics a site’s editorial content — appeal to both readers and advertisers more than standard banner ads. But all the labor required for good sponsored content that fits the environment has posed a challenge: How can publishers boost revenue from native ads without pouring all that money back into the creation of native ads?
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