Buzzfeed and Scope on effective native advertising

Joseph Clift

This event report explains how Buzzfeed, the website, uses a native advertising model to generate revenue, with lighthearted content shared on social media and more serious news reporting.

Buzzfeed and Scope on effective native advertising

Joseph CliftWarc

Brands partnering with publishers to produce content – a process formerly known as advertorial, nowadays more often called native advertising or content marketing – is one of the most-discussed channels by today's marketers. Native advertising, its advocates argue, is one of the most effective ways to reach users who reject more traditional ad channels.

Two advocates of this approach – Will Hayward, VP for advertising at Buzzfeed, the online publisher, and Mark Atkinson, director of external affairs at Scope, the charity – had a joint presentation at ad:tech London, a...

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