Livefyre Looks to Turn Social Media Into Custom Native Ads

Social tech vendor partners with AOL, IGN on new ad program

The Web publishing services firm Livefyre has started turning social media content into native advertising for a handful of publishers.

Livefyre—which offers publishers social tools like commenting, live blogs and live chats—built PlayStation-sponsored social hubs for IGN and AOL's Joystiq around the E3 video game event earlier this summer. The hubs pulled in user comments from PlayStation's social media channels as well as tweets, Instagram photos and Twitter Vines from conference attendees.

But the company's native social ads could take other forms, such as a sponsored poll embedded in an article, explained Livefyre CEO and founder Jordan Kretchmer.

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