Washington Post native ads resemble site's long-form content

03/3/2014 | Adweek

The Washington Post's native advertising program, WP BrandConnect, is using a layout very similar to its editorial content with high-quality articles and videos to draw interest. The content is labeled as "sponsor generated" to distinguish it. "We want our BrandConnect partners to be able to take advantage of the gifts that the Internet brings -- all of these tools that help the storytelling journey," Post Chief Revenue Officer Kevin Gentzel said.

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