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June 12, 2013 07:13 pm GMT

'The Washington Post' Now Sells Ads in the Comments

Wapo-website

The Washington Post is adding another ad unit to its arsenal, this one appearing in-line with the comments section of its opinion pieces.

Dubbed "Sponsored Views," the ad unit allows advertisers to post and spotlight their responses to opinion columns. The units aren't quite "native" — they exist in a nebulous space between the article and the comments, differentiated by a yellow background. They do, however, allow advertisers to be more contextually relevant and engaging, since their messages address the articles beneath which they appear. They also require a different set of skills from advertisers: They must be able to deliver on-the-spot copy, not visuals.

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Original Link: http://feeds.mashable.com/~r/Mashable/~3/sHzTfaktnh4/

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