Digitas, in its NewFront presentation on Thursday, said it will bring real-time native advertising to The Huffington Post.
The Publicis Groupe shop unveiled BrandLIVE, a platform that turns ad copy into pseudo-news stories, in November. Part of HuffPo's "brand as newsroom" platform, the new partnership will allow BrandLIVE to circumvent traditional advertising and publish "Sponsored Stories" on the Huffington Post homepage.
Arianna Huffington said the goal of the partnership is to “harness the power of real-time tools to help brands tell their stories and build relationships while using social media to deepen connections with consumers and the impact brands can have on our lives.”
Though the Observer recently claimed that native ads weaken business by diluting a news site's brand, the tool will allow marketers to sponsored content quickly, without going through the cumbersome media-buying process required of a creative spot. Digitas' clients will be able to publish story-ads on The Huffington Post within two hours of upload.