The Huffington Post is expanding, developing new verticals and new markets and, on the ad side, is looking more to the sponsored content model, said CEO Jimmy Maymann. "We don't see traditional [mid-page units] as where the future is. You obviously need to work out how to do advertorial. Over the last 12 months it’s gone from testing things out to big programs with brands like Johnson & Johnson and IBM," Maymann said.