Can Digital Shops Survive the Branded Content Boom?

Shifting gears to keep up with publishers

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With the BuzzFeed effect in full swing as more and more online publishers mimic the popular viral news site by creating sponsored content for brands, digital agencies find themselves forced to adapt.

Over the past two months, CNN, AOL and Snapchat have joined The New York Times, The Wall Street Journal and other publishers in starting up their own in-house studios. That's got digital shops rethinking their role, even as they fight back by emphasizing their strengths among their clients.

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