For some publishers unsettled by a fast-changing online advertising business, sponsored content has provided much-needed relief, reports The New York Times.
The Times story, in part, also stated:
“In recent years, publications large and small have invested in teams to make sponsored content — written stories, videos or podcasts that look and feel like journalistic content — hoping to make up for declines in conventional advertising. To varying degrees, they have succeeded.
“Younger companies like Vice and BuzzFeed have built whole businesses around the concept. The Atlantic expects three-quarters of its digital ad revenue to come from sponsored content this year. Slate, the web publisher, says that about half of its ad revenue comes from native ads, as sponsored content is also called, and the other half from traditional banner or display ads. Many major newspapers, including The New York Times, have declared sponsored content to be an important part of their strategies.
“But as the relationship between publishers and social platforms like Facebook grows closer — and as more straightforward forms of advertising are devalued by ad-blocking and industry automation, the role, and definition, of sponsored content has shifted. Now, publishers, social media companies and advertisers are negotiating new relationships.