A new Web site has debuted that further seeks to blur the line between content and advertising.

The appropriately named themixture.com, which launched this month, is the brainchild of James Danziger, former Vanity Fair features editor and current owner of James Danziger Gallery in New York and online store artland.com. Danziger’s idea behind the new initiative: to create a Web site that incorporates streaming media and interactivity with regular feature stories.

There are two columns on the site—one for editorial, the other for advertising. But sometimes, when there are feature stories about advertising or the ad side contains creatively lauded work, it’s hard to tell which is which.

“I thought it was important for advertising to be as entertaining and as part of the whole site as it could be,” Danziger said. This month’s issue, for example, features—as editorial content—a chance to see a previously unaired Margeotes|Fertitta + Partners ad, starring Drew Barrymore, for the Tribeca Film Festival.

Actual ads on the site are chosen by Danziger and include a streaming version of an international Levi’s ad by Bartle Bogle Hegarty in London that was never aired in the U.S.