BuzzFeed is appealing to advertisers by creating its own ad network for BuzzFeed-generated native advertisers, initially including about eight niche sites. Meanwhile, Sharethrough is taking a different approach, focusing on distribution of branded content across publisher sites of many sizes. "Brands can have BuzzFeed do a little distribution. But if you want native at scale, Sharethrough is acting as the third-party platform for it," said Sharethrough CEO Dan Greenberg.

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