The Atlantic Tries Native Ads

Publishers are innovating in various ways across digital platforms. Digiday’s Josh Sternberg caught up with Jay Lauf, publisher of The Atlantic, to discuss how The Atlantic will generate digital revenue in the future:

The Atlantic, the venerable155-year-old publication, is doubling down on its approach to the new wave of digital advertising: native ads. Launched three years ago, Native Solutions creates ad programs that have the look and feel of The Atlantic’s content. The goal: help brands create and distribute engaging content by making the ads linkable, sharable and discoverable. For example, take a look at the work it did with Porsche on the image-heavy sponsored post, “Where Design Meets Technology,” which was shared 139 times on Facebook and 80 times on Twitter.

The Native Solutions programs has been so successful that it now accounts for half of digital ad revenue, which is up over 50 percent so far this year.

“A lot of people worry about crossing editorial and advertising lines, but I think it respects readers more,” Lauf said. “It’s saying, ‘We know what you’re interested in.’ It’s more respectful of the reader that way.”

Read the entire article at Digiday.

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