Sponsors Now Pay for Online Articles, Not Just Ads

Advertisers and publishers have many names for this a form of marketing — including branded content, sponsored content and native advertising. Regardless of the name, the strategy of having advertisers sponsor or create content that looks like traditional editorial content has become increasingly common as publishers try to create more sources of revenue.

Calculating what advertisers spend on such content industrywide is difficult because of the many ways the content is defined and sold. A banner ad on one home page may be comparable in price with a similar banner ad on a different site, but a series of customized articles on one Web site and a series of social media posts on another are harder to compare. Well-known online publications like The Huffington Post, The Atlantic, The Washington Post, BuzzFeed and Business Insider all use some form of branded content. A result is a media universe where it is increasingly difficult for readers to tell editorial content from advertising.