This month, The Globe and Mail launches a pilot native advertising project on our desktop and mobile websites.
Native advertising is essentially the integration of advertising content into the main flow of the site.
The native ad units carry clear markers that identify the content as sponsored, including a yellow background screen, a “Sponsored Content” label and a different font on the article pages than we use for The Globe’s editorial content. They do not appear on our apps, social feeds or home page.
You will see new native ad units appear on the ROB and Technology section pages on desktop and mobile, among the related stories links on certain ROB and World News articles, and in our video library.
Native content is not editorial content, it is advertiser content. It is produced outside The Globe, not by Globe journalists, in consultation with the advertiser, and is managed by a custom content team within The Globe’s advertising department.
There is increasing demand from advertisers to showcase contextually relevant content within the editorial environment, which has led to the rise of native advertising across the media industry. The New York Times, Forbes, Buzzfeed, The Economist and The Washington Post are just a few who already incorporate native ads. While The Globe is continually adapting our ad products for both readers and advertisers, we always strive to ensure that content on our platforms is of high quality and informative.
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