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An exclusive native ad newsletter from @mdeziel
for everyone at the overlap of advertising & editorial content
Native advertising spend was up 74% YOY in Q1 (BusinessInsider)
For more on this growth, download the full report from Media Radar here.
Google now offers native ad distribution via AdSense. Here's why that could matter for the industry, especially for Taboola and Outbrain. (Seeking Alpha) & (TheDrum)
A Journalist's Love Affair: The Rise of Sponsored Content (
(This one, republished on my site, highlights my perspective pretty nicely.)
City AM shares lessons from opening its CMS to brand partners for a year (TheDrum)
Which ads consumers will tolerate, and some they even like (MarketingDive)
How to create branded content that moves the needle (Forbes)
What's next for native ads on mobile? (ExchangeWire)
Recent Launches of Note
Small Space Room Makeover
LittleThings & IKEA
This video is like a 3-minute home makeover show. It starts with background on the couple and a tour of their small apartment, followed by a montage of building, painting and moving things. Finally, the grand reveal of a beautiful new space. The branding is perfectly balanced, and light; Only at the end, during the grand reveal shots, do tiny lines appear to identify the IKEA items and their prices. This video makeover lives on LittleThings' Facebook page, but it could have been successful in a broadcast commercial environment too. (And, honestly, it worked; I saw items I decided I needed too!) I hope this is part of a longer series. 
Up Your Dog's Instagram Cred With These Heckin' Cute Toys
The Daily Dot &
There isn't an immediate overlap between a dog toy company and a publisher like Daily Dot that covers internet, culture and tech. But good on the Daily Dot team for finding the common ground here, and offering their readers something that's still on brand for them, effective for the advertiser, and interesting for readers (not to mention cute). 
DIY Spa Night Tips For The Ultimate Girls' Night In
Brit+Co & Talenti
Each of these DIY projects was "inspired by" a different flavor, but I can see these instructions existing editorially. I think the branding balance is pretty good on this one. I also want to offer a presumptive props to Talenti for allowing the Brit+Co team to use the empty sorbetto container in one of the crafts; not many brands are willing to offer that level of flexibility in how their product is incorporated or used, and I applaud them for letting this play out as it did.
Overlap Jobs
Refinery29 is hiring a Brand Experience Coordinator in NYC.
POPSUGAR Studios needs a Beauty & Style Video Producer in NYC.
AdWeek needs a Senior Editor of Branded Content in NYC.
Slate is hiring a Director of Branded Products in NYC.
LIttleThings is looking for a Director of Branded Content in NYC.
Major League Soccer is hiring a Senior Director of Content Distribution in NYC.
A+E Networks has an opening for a VP of Content Insights in NYC.
Notes from @mdeziel
As this arrives in your inbox, I'm heading over to InnoCon for a morning panel on the future of digital advertising. Come join us if you can to see me in action (here's some testimonials to woo you), or follow along on the whole day's worth of events with #InnoCon
Stuck in the middle with you,

Melanie Deziel
Melanie Deziel
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