The Guardian encourages engagement with native ads

02/13/2014 | Adweek

The Guardian's first native-advertising campaign is a partnership with Unilever that will deliver content linking the brand to issues surrounding sustainability. Unlike other publishers, The Guardian is encouraging readers to comment on the sponsored content as a way of creating conversation. "It's about creating dialogue. Those metrics are more authentic other than the fact you looked at an ad," said David Pemsel, deputy chief of parent company Guardian News Media.

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