Unilever's Dove and General Electric are among the first sponsors adding native advertising content to the mobile reading application Tapestry. Dove's "10 Girls Standing" story explores issues of self-esteem and passion as part of the brand's Make Girls Unstoppable campaign. A woman's "mobile device is often her command central, and brands have the opportunity to provide her with in-the-moment value in the form of time and cost savings, as well as information," says Jennifer Bremner, Unilever's brand building director for skin cleansing.

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