Purch Mixes Editorial Reviews Into its Native Ads

Higher click-through rate, but is it ethical?

Purch—the online tech and science publisher of sites like Live Science, Top 10 Reviews and Space.com— will allow brands to buy native ad pages that also contain editorial reviews, further blurring the line between advertising and editorial.

The new offering, called the Purch Performance Package, will allow companies to sponsor pages that contain editorial reviews of their products. The company said reviews will remain objective, but all the links to additional content and other advertising will be hand-selected by the marketer.

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